Attention to TV Ads Can Drive Online Searches
Academic researchers found that measures of attention to TV ads were good predictors of Google searches.
TV
Concurrent Track Panel Discussions: FRONTIERS OF MEASURING MEDIA BEHAVIORS
This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.
Using Advanced Audiences to Drive Automotive Wins
ComScore and their client Pursuit Media described a case study: a media company had a smaller reach than their competitor and looked for new ways to convince an agency to add their channel to an automotive buy.
Not All Frequency is Created Equal
The presenters shared new insights from their research on effective frequency which they find to be so valuable to the industry that NCS decided to offer a free license to their patent.
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.
2022: A Media Universe Big Bang
Sharing his latest “Media Universe Map,” which describes the rapidly changing media landscape, Evan Shapiro conducted a discussion based on the map to exemplify the swiftly developing and competitive media ecosystem. Noting the “war for attention” in the new media landscape, he indicated that the largest media companies (“The Death Stars”), such as Meta, Alphabet, Microsoft, Apple and Nvidia, will play a direct or indirect role in what happens to smaller or emerging companies. Other drivers of the media ecosystem include the balance of single unit and subscription sales, generational effects, and the emergence of the creator content economy.
The Future of Attention Measurement
Horst Stipp, ARF’s EVP, moderated a panel discussion with the speakers from the second half of the event. He asked panelists if they found new insights or surprises in the presentations and discussions, if there is room for improvement in attention measures and “what’s next”, specifically if attention measures should become currency. Here are edited highlights from their conversation.
A Brand’s Perspective: Building a Measurement Strategy Around Attention Metrics
Marc Guldimann of Adelaide interviewed Laurel Van Tassel on Anheuser-Busch InBev’s use of attention metrics. Laurel said she sympathized with those who spoke during panel discussion about viewability. When she was with GoupM she said they were buying on viewability and the CPMs were very expensive. When she arrived at ABI they split their strategy into finding new users and retention. Their focus on attention began with the need for retention. “We knew if we wanted to start attention testing, we wanted to leave our creative and data strategies the same and only have media be the variable that we’re optimizing against.”
Attention is the Future of Cross Platform Measurement
TVision’s co-Founder & CEO Yan Lui gave a presentation about a linear regression study the company sponsored with Upwave to understand the relationship between attention and brand lift outcomes. They conducted the study from Q4 2019 – Q1 2022. One hundred large-scale analyses were performed across 43 different brands. Each was a high frequency campaign. TVIsion has camera-based computer devices in 5,000 homes (roughly 14,000 people) so they can track their TV and CTV viewing.
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ATTENTION 2023
On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
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