NEW YORK–(BUSINESS WIRE)–August 25, 2022–
Amidst a fragmented media ecosystem and an ongoing depreciation of identity, advertisers are embracing attention as a metric to better understand media quality and optimize campaign performance.
For this purpose, the agency Omnicom Media Group MDGs worldwide, yahoo and leading care researchers Amplified Intelligence, today published a landmark study, Attention in Context, that explores the dynamics of slower scrolling and highly immersive environments to drive attention in mobile advertising. With more than 128,000 ads served to 4,400 respondents across four countries (US, Canada, USA and Australia), Contextual Attention is one of the largest mobile web attention studies conducted to date.
Amplified Intelligence founder and CEO Karen Nelson-Field said: “This work adds to the growing body of evidence showing that, contrary to industry attempts to wrap it up in a neat package like a CPM, attention is neither a commodity nor a currency. Rather, it’s a highly nuanced metric that enables more effective creative, planning, and buying strategies and decisions.”
For the study, which was conducted on Yahoo’s premium digital properties, all respondents were recruited and volunteered to participate, providing access to highly accurate, granular and permission-based information. Amplified Intelligence attention TRACE The mobile app collected data using facial images from the phone’s cameras and metadata about the phone’s visibility, scrolling patterns, sound, and orientation. In total, responses to 128,000 mobile ads were classified into three levels of attention: active (eyes on the ad, more likely to have a positive impact), passive (eyes on the screen, not on the ‘ad) and not (eyes on the screen). or advertisement).
“This study shows how nuanced consumer attention really is,” said Elizabeth Herbst-Brady, Yahoo’s head of global revenue and client solutions. “The sweet spot is matching the right formats in the right environment and context for each audience. With this research, we’re understanding more about consumers as behavior evolves and can deliver more engaging experiences.”
Key findings include:
Video is key to getting attention. When analyzing attention by format, video-based formats were surprisingly the best performers, capturing the combined impact of vision and motion. With a target threshold for active attention of 2.5 seconds, the average active attention for video formats was 2.73. Video formats include interscroller video, native video, and native pre-roll. Interscroller is the main focus format. According to the analysis, non-video interscroller ads (ads that reveal content as the reader scrolls down) are the most effective format in slower scrolling and highly immersive environments. This is the case regardless of the product or service being advertised (product category), with the interscroller delivering 3.3 seconds of active attention, 30% more than the minimum of 2.5 seconds for active attention Video interscroller, which shows the power of interscroller ads in general, and native video were the only other formats to beat the minimum goal. Short is sweet – video length is important. Not all videos are created equal when it comes to getting attention. Active attention declines as video length increases, with 30-second videos delivering only 1.2 seconds of active attention, while 15-second spots generated 3.3 seconds. Surrounding content can play an important role in increasing attention. Given the role of context, Yahoo’s sports and finance content delivered the highest level of attention for both category-endemic and non-endemic Interscroller ads. Attention can be drawn at any time. Surprisingly, the study found that there is no “golden hour” or day for active attention, which the study showed was consistent across all parts of the day and days of the week. Attention increases with age, but ad length and format still matter. Not surprisingly, the results showed that attention levels increase with age, with Gen Z showing significantly lower levels of active and passive attention than Boomers. Format preferences also vary by age, with Boomers responding better to Interscroller ads and Gen Xers leaning towards video. Meanwhile, the only ad format that outperforms Gen Z is the interscroller, although video is close to reaching the minimum active attention. There is no gender difference. However, gender is not a differentiator, as evidenced by consistent levels of active and passive attention among respondents who identify as male or female. Active attention (mean 1.6 seconds) and passive attention (mean 9.1) were identical for both groups.
“Combined with the work that OMD and Amplified Intelligence have been doing over the past two years to establish attention KPIs at the brand and platform level, the Attention in Context study adds another chapter to OMD’s attention playbook that is helping clients optimize their marketing strategies. and spend to gain the level of consumer attention that will drive both sales and shares,” said Caitriona Henry, Head of Global Brand Strategy, OMD Worldwide.
The Attention in Context research was conducted from April 5 to 26, 2022. Download the infographic here.
About MDGs
OMD is the world’s largest media network with more than 12,000 people working in more than 100 countries. Named Adweek’s Global Media Agency of the Year in 2019 and 2020, OMD is ranked as the top performing global media network overall by RECMA, the world’s most effective. media agency network in the Effie Effectiveness Index and was named Media Network of the Year at the Cannes Lions International Festival of Creativity 2022.
About Yahoo!
Yahoo reaches nearly 900 million people worldwide, bringing them closer to finance, sports, shopping, gaming and news, with the trusted products, content and technology that fuel their day. For partners, we provide a comprehensive platform for businesses to amplify growth and generate more meaningful connections across advertising, search and media. For more information, visit yahooinc.com.
About the amplified intelligence
Amplified is a global leader in research and measurement of online human attention, the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful and successful advertising campaigns. Founded in Adelaide, Australia in 2017 by Professor Karen Nelson Field, a globally acclaimed author and media science pioneer, the company’s mission is to revolutionize the way media is marketed to focus on attention, making them more fair and responsible.
View the activated source version businesswire.com:https://www.businesswire.com/news/home/20220825005082/ca/
CONTACT: Brittany Votto
brittany.votto@yahooinc.com
KEY WORD: NEW YORK UNITED STATES NORTH AMERICA
INDUSTRY KEYWORD: INTERNET MEDIA SOCIAL MEDIA SEARCH ENGINE OPTIMIZATION MARKETING TECHNOLOGY OTHER COMMUNICATIONS MARKETING AUDIO/VIDEO COMMUNICATIONS ADVERTISING OTHER TECHNOLOGIES
SOURCE: Yahoo
Copyright Business Wire 2022.
PUB: 25/08/2022 08:00/DISC: 25/08/2022 08:03
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