Interactive Advertising Bureau
Knowledge Hub
07 June 2016

IAB UK Research: Real_Living: How devices compete for attention in the living room

At Interact 2016, IAB Europe announced the winners of its 2016 Research Awards, notably IAB UK as the winner of the Consumer Devices category with their research project: Real_Living: How devices compete for attention in the living room.

The widely media touted research project generated a series of groundbreaking findings, such as data that showed for the first time that ad breaks during TV broadcasts don't necessarily correlate  with device usage, effectively dethroning the TV as the dominant living room screen.

To browse through the research, click the document below to download it.

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