Dentsu’s Attention Economy Project: From Theory to Practice
Joanne Leong – VP, Director, Global Media Partnerships, Dentsu
Kelsey Hanlon – Manager, Data & Analytics, TVision Insights
Mike Follett – Managing Director, Lumen Research
Dentsu conducted multi-phase research on visual attention to advertising in the U.S. and U.K. across channels, platforms, formats and devices. For digital ads, they worked with Lumen, and for television ads, they worked with TVision. There were two components to the research–exploring how much attention consumers pay to advertising “in the wild” and exploring attention to ads in a structured design with forced exposure to pre-selected ads for varying amounts of time. They learned that, for example, uplift in outcomes was stronger for viewing of four seconds of a six-second ad than for four seconds of a 20-second ad. This research has provided Dentsu with an extensive data set on attention and an understanding of the drivers of attention that can be applied to future plans.
One of the key reasons that attention has become increasingly important is their estimate that consumers see an average of 5,000 ads per day. Consumers can’t possibly pay attention to all of them.
The key attention metrics they looked at are: percent of the ad that is viewed; average number of seconds it’s looked at; brand outcomes–typically, uplift in recall or brand choice.
Using the date from their research, they have created their own CPMs based on an Effective Attention Second, which yields different plans than those they would get by maximizing reach with standard CPMs.
Dentsu is now integrating these alternative metrics into their global planning process.