ad blocking/ avoidance

Dimensionalizing the Value of Brands in an Attention Economy

On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.

Dimensionalizing the Value of Brands in an Attention Economy

  • Summary by Caroline McBride, Pernod-Ricard, Young Pros Officer

On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.

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Unlocking the New Currency of Attention

This presentation focused on the implications of attention for advertisers, and how we can start applying these insights from a planning and buying perspective. Although viewability has become a proxy for attention, just because an ad is considered viewable does not mean eyes on ads. Viewability isn’t necessarily a true indication of attention – it can be quite arbitrary, and we need to go beyond that to the better and more accurate representation of those natural attention behaviors.

The Evolving TV Streamer

How do viewers feel about advertising on streaming services and how can it be improved? Research by Conviva and Dynata addressed these questions which are becoming more and more important to the industry given the strong increases in viewing of ad-supported streaming services. The study data were obtained through a February 2021 survey by Dynata and Conviva’s proprietary Stream Sensor™ technology. The analysis focused on identifying the key drivers of viewer satisfaction.

  • Article

MSI: Do Ad-Blockers Help — or Hurt — Consumers?

The emerging digital advertising ecosystem is rich with opportunities, but not without its challenges. One significant yet unforeseen one has been ad blockers. These hurt publishers and advertisers. Yet, consumers believe they benefit from them, since it gives them more control over their online experience. Is this true? New research finds that ad blockers may also make it harder for new brands to break through and compete, which leads to greater market concentration.  Read the article.

Do Ad-Blockers Help — or Hurt — Consumers?

  • MSI

The emerging digital advertising ecosystem is rich with opportunities, but not without its challenges. One significant yet unforeseen one has been ad-blockers. These hurt publishers and advertisers. Yet, consumers believe they benefit from them, since it gives them more control over their online experience. Is this true? New research finds that ad-blockers may also make it harder for new brands to break through and complete, which leads to greater market concentration.

NYCU: Consumers Want More Control of Their Personal Data

A KPMG survey reveals that US consumers are becoming increasingly concerned with, and distrustful of, how companies use, manage and protect their personal data. They want both corporations and the government to play an active role in protecting consumer data.

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