online video faces big hurdles to engagement

by Erik Sass , Staff Writer @eriksass1, May 13, 2010

A very interesting comparison of TV and online video engagement from Dr. Marci using eye-tracking technology. A eye-catching, highly produced Blackberry ad featuring a U2 concert was super-engaging on TV -- but in the context of an Internet environment (Web page) eye-tracking data showed shockingly few even looked at the video ad until about half-way through, when it was impossible to ignore.

Next story loading