This content is currently only available to AUDIENCExSCIENCE registrants. You must log in to your MyARF account at the upper right corner of your screen to access the event content. If you are logged in and still don't see the content, please hit browser refresh or log out and log in again.
If you need any assistance, please contact us at
registration@thearf.org.
Summary
Dentsu conducted multi-phase research on visual attention to advertising in the U.S. and U.K. across channels, platforms, formats and devices. For digital ads, they worked with Lumen, and for television ads, they worked with TVision. There were two components to the research–exploring how much attention consumers pay to advertising “in the wild” and exploring attention to ads in a structured design with forced exposure to pre-selected ads for varying amounts of time. They learned that, for example, uplift in outcomes was stronger for viewing of four seconds of a six-second ad than for four seconds of a 20-second ad. This research has provided Dentsu with an extensive data set on attention and an understanding of the drivers of attention that can be applied to future plans.
