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attention

Kantar’s Creative Effectiveness Awards

Kantar tested over 13,000 ads in 75 markets in 2021. It used this research to learn more about what makes winning ads – ads that stand out, generating sales in the short term and building brand equity in the long term.

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The “Shapes of Attention”

While a recent ARF survey documents the rising interest in attention metrics among marketers, a new report reminds us that “attention” comes in different shapes – which have different outcome implications.

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Concurrent Track Panel Discussion: Art & Science in Ad Creative

MSI’s Earl Taylor moderated a panel discussion regarding art and science in ad creative. The diverse panel of industry leaders provided feedback, commentary and viewpoints on a variety of topics presented on day two of AUDIENCExSCIENCE 2022. Areas of discussion included category disruption, ad currency, drivers of interactive video, opportunities from disruption and ad length effectiveness.

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Track the Success: TV vs. Other Video Advertising Platforms

This presentation described the findings of a major ethnographic study (conducted in Germany, Austria and Switzerland) that compared the impact of video advertising on various platforms: TV, BVOD (VOD provided by commercial broadcasters), YouTube and Facebook. The study used eye-tracking devices to assess attention to ads and unaided recall as impact measure.

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Quantifying the Value of Meaningful Media

Havas and Teads reported on eye-tracking research that they did with Lumen on a number of websites on both desktop and mobile. They then analyzed a number of factors related to attention to digital display and video ads including ad format, demographics, category of the site’s domain, type of content on the site and characteristics of the publisher environment. The research generally confirmed their hypothesis that deeper engagement with content, with lower scroll speeds, led to longer amounts of time that ads are in view and greater attention to those ads. Ads on Teads publishers’ sites, in particular, garner greater attention than other digital ads, and Teads’ formats garner more attention than standard ads in the same category, particularly for display. This research has helped Havas to quantify the value of their inventory to optimize planning for attention and develop a curated approach to programmatic. They refer to this approach as the “Havas Meaningful Market Place.”

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Understanding the Relationship Between Creative Attention and Media Performance

Realeyes and TVision presented an analysis of the relationship between pre-test measures of “creative attention” (from Realeyes) and in-market attention to television advertising (from TVision). Realeyes’ “Quality Score” has three components: an ad’s ability to capture visual attention, its ability to retain attention and its ability to encode attention. Their overall quality scores were strongly correlated with TVision’s Creative Attention Scores for Consumer Tech Ads, moderately correlated for CPG ads, and weakly correlated for streaming entertainment ads. The environment in which an ad is shown plays a major role in the degree to which viewers pay attention to an ad, particularly for low-performing creative. The speakers showed an example of a video ad with relatively low attention quality, as measured by Realeyes, which nonetheless had relatively high Creative Attention in-market due to running in environments with high viewability and high attention.

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Attention Everywhere

The NBA tested an attention metric for digital media ad placements developed by Adelaide–called the AU–to increase tune-in to the NBA Finals and to improve its brand metrics. They leveraged the AUs of their CTV and digital placements to optimize a large campaign across CTV, digital, social, and OOH with over two billion video impressions. They also used the AUs, which they obtain in near real-time, to adjust those placements in-flight. They found that AUs lifted their KPIs and will incorporate them into their media mix models. Adelaide is also working with TVision to get AUs for linear television by daypart and genre. Their tune-in data was provided by SambaTV.

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Influencer Engagement, Ad Disengagement, Co-Branding Recall and Sponsorship ROI

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, authors from India, Hong Kong and the U.S. showcased their work published in the Journal of Advertising Research on why consumers follow influencers, why people tune out of advertising, what triggers memory and recognition of brands that co-appear in ads, and whether brands are overspending on sport sponsorships. In the concluding Q&A, talking points included parallels of engagement and context effects between the different themes, KPIs in attention and sales outcomes, influencers’ roles as media and creative, and risks for strong brand personalities in sports sponsorships.

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