An impressive body of work is building in attention measurement. The three winning-papers sessions preceding this panel revealed a work in progress with shared goals as well as differences in approaches. Moderator Earl Taylor of the ARF’s MSI division asked the speakers about their views on barriers to the process, and opportunities for further improving attention measures.
Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”
Amobee’s Alexander Knudsen covered the benefits of cross-screen measurement in a fragmented media landscape and the insights it provides for planning and buying teams with a client case study from Toyota and H&L Partners. Addressing marketers’ key issues with a converged planning approach, Alexander detailed how cross-screen analysis worked with Amobee’s 4Screen Experience measurement product as well as how Toyota used the resulting insights to optimize in real-time.
There are 500 hours of content uploaded to YouTube every minute. TikTok is the most downloaded social app. According to the Global Video Measurement Alliance, there was a 55% growth in total time spent on consumption of social video. Gen Z spends more time with social video than any other demographic. Kate Ginsburg, Tubular Labs, explored this coveted demo’s social video viewership, e-commerce consumer behaviors, and the opportunities for brands. Social video needs to a part of the marketing strategy. It is where brands and advertisers must be to engage with Gen Z.
Jane Clarke (CIMM) followed up with each of this session’s presenters on the goals and data points of their discrete studies. The following are edited highlights from the discussions.
Kara Manatt (Magna) and Heather O’Shea (Snap) presented research that compared :06 second and :15 second ad lengths across three video platforms – Snap, video aggregators, and full episode players (FEPs) – to determine the optimum ad length for an effective ad strategy.
In testing the same :06 and :15 ads for the same four brands, the study factored in the characteristics of each platform – pre-roll/mid-roll, skippable and non-skippable, and device – as it tracked 7,500+ panelists’ viewing behaviors for brand awareness, brand perception, and purchase intent.
Lumen Research and TVision came together with Ebiquity to study differences in the way advertising generates visual attention across varied media and how much it costs to buy that attention. By combining their individual datasets – Lumen’s visual attention to digital advertising on desktop and smartphones, TVision’s TV attention data, and Ebiquity’s cost data – the researchers devised a new currency, the aCPM, a proxy metric representing the cost per thousand seconds of attention.
One of the new insights revealed at the ARF’s Attention 2023 conference: Providers of “attention” metrics use a variety of measures.
Two researchers call for a new approach to marketing.
Return Path Data. Set Top Box Data. Millions of Consumer Devices. Server Logs. In an era where big data is being tapped for decision making, and each source has a limited and often unrepresentative view, what is the role of a representative panel? What will and should panels look like in the future? After all, TV is converging with digital, the rise of CTV has ushered in content and marketing opportunities for businesses, and consumers have decision-making power unlike ever before. At this ARF Insights Studio, industry leaders Jane Clarke (CIMM), Pete Doe (Xandr), Mainak Mazumdar (Nielsen) and Paul Donato (ARF), discussed where single source panels may fit in the media measurement landscape of the future and how they can work alongside big data to benefit both.