Less than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents' reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
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Attention has emerged as one of advertising’s fastest-growing areas of measurement, but what exactly does it measure — and how should advertisers use it? Drawing on the ARF Attention Measurement Validation Initiative, this Knowledge at Hand report distills practical learnings from ARF research spanning the attention measurement marketplace, creative evaluation and live campaigns across media channels. The findings show that attention can provide valuable insight into advertising exposure and effectiveness, but it is not a single universal metric, a substitute for outcomes or a standalone signal for optimization. Instead, advertisers should understand what a measure of attention represents and interpret it alongside media weight, reach, frequency, cost, creative, brand familiarity and campaign outcomes.
Member Only AccessLess than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents' reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
Member Only AccessLess than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents' reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
Member Only AccessLess than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents' reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
Member Only AccessLess than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents' reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
Member Only AccessLess than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents' reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
Member Only AccessLess than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents' reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories. Read more »
Member Only Access