There are many factors of digital media that are changing for the better. It also aligns ads within the context that they’ve been placed. ![]() This will bring back to the center stage not the importance of the quality of the content. Ad buyers will increasingly be able to focus on media plans that are based on attention and deliver clear business outcomes. But the quantification of attention can shift this balance. They’ve also been forced to include ad formats that provide sub-standard user experiences, purely because media buyers are focused on it as a metric. When this is tied in with in-article, outstream video ad formats, it delivers an average of 12.2s of time in view (even higher than instream) and twice the amount of attention compared to social media.Įver since viewability became a priority, publishers have suffered. The study clearly shows that premium publishers drive high engagement of users with quality content. Good newsĪll of the above is fantastic news for publishers. Both video and display ads quantifiably benefit from quality, viewable time. However, time in view has been confirmed as an important factor for attention by the study. Time in viewįinally, viewability on its own isn’t enough. We have also observed superior branding impact for ads that are contextually aligned. that demonstrated 23% more detailed memory and 27% more global memory for ads that were aligned with the contextual content, compared with those that were not. Recently, IAS conducted a study with Neuroinsights in the U.S. ![]() The dentsu study showed that placing ads within relevant context for the reader gives an uplift of Attentive Seconds Per 1,000 of 13%. These grab attention from the start through use of techniques such as contrast, addition of text, animation, or bold colors. This is a result of optimizing TV ads for a mobile experience. The study showed that ads optimized for the Teads platform gained a 49% boost in attention vs the original. However, it was important to measure its impact within their Attention Economy framework. The importance of creativity on ad effectiveness has been well documented. Formats that earned attention yield better, and much quicker, outcomes than outcomes than forced formats. However, when a consumer voluntarily views an ad, it results in a significant impact on brand lift metrics, whether they viewed for 2s or 20s. User choiceįorced ads gain more raw attention vs. They uncovered four key factors that deliver attention: 1. ![]() What delivers attentionĬritically, the study demonstrated that attention is three times better at predicting outcomes than viewability. The goal is to truly understand the drivers of attention and create a real metric for advertisers to use going forward. Their Attention Economy research is the product of a three year study involving multiple media partners. Though some studies have been done, dentsu international has just released one of the most comprehensive to date. They rightly seek to build more sophisticated models in order to spend their clients’ ad dollars within environments that are truly delivering value. Media agencies have been working on this problem for a while. And, while standards have improved, the next step in online measurement for brands has been overdue. We’ve known for a while that viewability is an imperfect metric. However, one thing is clear: For too long viewability has been used to paint an incomplete picture of ad impact. The discussion and debate about measurement in online advertising is rife at the moment.
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