Ambition

How do people consume television content and advertisement in the age of the smartphone? Understanding how attention is distributed across screens is crucial to digital platforms. Facebook, in collaboration with i2 media research and Eye Square, conducted an extensive ethnographic study collecting ecologically valid data from 6 countries worldwide, looking at people's eye behaviour while watching TV with their smartphone available. 

Methods

We developed the eye-tracking methodology and analysis for this research for Meta which tracked continuous cross-screen consumption using eye-tracking technology. Our strategic insights helped Facebook develop their personalised advertising strategy for multiple screens. 

Outcomes

Attentional capacity is limited; switching focus hampers ability to remember and act on messages. In our study, 84% of people switched their attention to their smartphone during TV advertising breaks. Our research highlighted the need to synchronise TV and smartphone adverts for greater advertising effectiveness. To remember and act on advertising messages smartphone adverts should be similar in  content and tone to those served on TV.