Smartphones, not DVRs, are the biggest threat to TV adverts

TV viewers are a famously fickle bunch, which tends to drive TV advertisers crazy. The prevalent theory remains that skipping past ads using a pesky DVR is the biggest enemy of marketers, but new research has once again contradicted that received wisdom. The IPG Media Lab in Los Angeles pulled together a representative group of 48 TV and online video viewers and asked them to sit through some programming while equipped with the usual "devices or distractions" that accompany their viewing habits. Central to the study was the measurement of time each person spent facing the screen and how engaged they were with the content. The first thing noted was that 94 percent of TV viewers and 73 percent of online video consumers used some other form of media to augment their visual entertainment. Smartphones were the most common, with 60 percent of test subjects resorting to their handset while gawking at the TV. That's resulted in a mediocre 52 percent attention level during actual programs and 37 percent during ads. In other words, two thirds of the time, commercials are being ignored and smartphones are helping people with that heinous behavior. Ironically, fast-forwarding adverts using a DVR garnered attention levels that were 12 percent higher, mostly because people were trying to make sure they didn't skip too far ahead. Damn, why does reality have to be all complex and stuff?

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3M announces Cloud Library e-book lending service for '21st century' libraries

Both Amazon and Sony have already hopped aboard the e-book library lending train and now, it looks like they'll have to make room for 3M, as well. Yesterday, the company announced a new Cloud Library e-book lending service that will allow users to browse and borrow digital books directly from their iPads, Nooks and Android-based tablets. Under the program, 3M will outfit local libraries with its own software, hardware and e-book collection, which bibliophiles will be able to access via special apps. The company is also planning to install so-called Discovery Terminal download stations in libraries, allowing visitors to leaf through the collection from a touch-based interface. Thus far, both Random House and IPG have signed on to the initiative, though licensing details remain murky. There's also no word on when or where the service will launch, but 3M's Discovery Terminal and iPad app will be on display next month in New Orleans, at the American Library Association's Annual Conference. Full presser after the break.