attention 2 - technology for marketing 2019 · impact the brand (even if it’s a banner ad) what...

ATTENTION 2.0VIEWABILITY, ATTENTION AND THE IMPACT OF DIGITAL BRAND ADS

People are

very good

at ignoring

things –

especially

advertising

Just

because

people

CAN see

something…Source: Boots Historical Review, Lumen Research, May2018, All Press Ads (Sample: 246,662), Non-food Retail Press Ads (Sample: 45,321)

…doesn’t

mean

that they

WILL see

somethingSource: Boots Historical Review, Lumen Research, May2018, All Press Ads (Sample: 246,662), Non-food Retail Press Ads (Sample: 45,321)

Just because people CAN see something…

Just because an

ad is viewable…

does not mean

than it will be

viewed

*Based on attention data from the Lumen panel (n=500, 2016-the present) l Viewable = 50% of pixels for 1+ sec

Just because an ad is viewable…

does not mean than it will be viewed

*Based on attention data from the Lumen panel (n=500, 2016-the present) l Viewable = 50% of pixels for 1+ sec

Just because an ad is viewable…

does not mean than it will be viewed

of viewable

digital ads do not

get viewed*…

…and ads can’t work unless

they get seen

82%

*Based on attention data from the Lumen panel (n=500, 2016-the present) l Viewable = 50% of pixels for 1+ sec

What drives

attention to

digital

advertising?

MEDIA CREATIVE

Focusing on

when someone

sees an ad,

will it impact

the brand in a

positive way?

What drives

attention to

digital

advertising?

WHAT DID

WE DO

WHAT DID WE DO

Key hypothesis

Great digital creative

does have the ability

to gain attention and

impact the brand

(even if it’s a banner ad)

WHAT DID WE DO

What is the link

between viewability,

attention and

creative?

Key hypothesis

Underlying

questions

Great digital creative

does have the ability to

gain attention and

impact the brand

(even if it’s a banner ad)

WHAT DID WE DO

Key hypothesis

Underlying

questionsWhat is the link between viewability,

attention and creative?

How does visual

attention affect brand

impact?

Great digital creative

does have the ability to

gain attention and

impact the brand

(even if it’s a banner ad)

WHAT DID WE DO

Key hypothesis

Underlying

questionsWhat is the link between viewability,

attention and creative?

How does visual attention affect brand

impact?

How does ad creative

impact attention?

Measurement is

fabulous.

Unless you’re busy

measuring what’s easy

to measure instead of

what’s important.

Seth GodinAuthor, entrepreneur, marketer

WHAT DID WE DO

Methodology

Respondents

download

software to their

computers,

turning their

webcams into eye

tracking cameras

Shown Ipsos

Connect:Digital

website while

having their eyes

tracked

Answer

questionnaires

to assess

recognition,

perception and

response

WHAT DID WE DO

Combination of

Attention

(behaviour) and

attitude (survey)

data to provide

the true picture

Research in the real world WHAT DID WE DO

Over 1,000 participants were

exposed to 8 display ads in our

Connect:Digital platform

WHAT DID WE DO

WHAT DID WE DO

Over 1,000 participants were

exposed to 8 display ads in our

Connect:Digital platform

DMPU MPU BANNER

FINDINGS

Attention is

limited

FINDINGS

While 3 seconds is

more than just a

glance at an ad, these

3 seconds were not

necessarily

consecutive

Attention is

limited

FINDINGS

While 3 seconds is more than just a glance

at an ad, these 3 seconds were not

necessarily consecutive

Ads need to deliver

their message quickly

and make sure it will

be understood

Well known

characters drive

attention

FINDINGS

Average dwell time:7.5 secs 5.4 secs

Attention is

limited

FINDINGS

Longer dwell times

typically led to higher

ad recognition, but

some ads were

recognizable even

with less time spent

looking at them

12%

16%18% 17%

22%

0-1

second

1-2

seconds

2-3

seconds

3-4

seconds

4-5

seconds

PROMPTED RECOGNITION X DWELL TIME

ON DIGITAL ADVERTISING

The Principles of Good Advertising

FINDINGS

PROMINENT

BRANDINGTo ensure brand

attribution

KEEP THINGS

SIMPLEDon’t overwhelm or

make the viewer work

hard to understand

LOOK

DON’T READHave a clear and

relevant message

STRONG VISUAL

HIERARCHYTo create engagement

and drive response

Prominent

branding

FINDINGS

Prominent

branding

FINDINGS

Prominent

branding

FINDINGS

Non-rejectors, Ad recognisers,

weighted (112 control, 488 test)

Duracell

0%

20%

40%

60%

80%

100%

0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0

% o

f sp

on

tan

eo

us

bra

nd

att

rib

ute

d

Average dwell time (s)

Spont. brand attributed vs Dwell

Keep things

simple

FINDINGS

MAIN

MESSAGE

NOT

EXPOSED

TO AD

EXPOSED

TO AD

There is a

healthier

Heinz

ketchup57% 68%

Look don’t

read

FINDINGS

68%

2.2 seconds

dwell time

58%

Recognition

Correct

attribution

0%

20%

40%

60%

80%

100%

0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4 4.2 4.4 4.6 4.8 5

% v

iew

ab

le a

ds

seen

fo

r at

least

Dwell time (s)

Press

Digital display

Don’t treat

digital display the

same as print

Look don’t

read

FINDINGS

Draw the users

eye to the key points.

Use all of your

distinctive assets

Strong visual

hierarchy

FINDINGS

Strong visual

hierarchy

FINDINGS

Diagnosing where your consumer is likely to look and

focussing your message is more likely to lead to

brand impact

Brand

attributed

McCain’s jacket

potatoes have

a great oven

baked taste43% 74%

80%

Strong visual

hierarchy

FINDINGS

Diagnosing where

your viewing is likely

to look and focussing

your message is

more likely to lead to

brand impact

90%

83%

78%

Eye catching

Interesting

Told me

something new

Ad Ratings

KEY

FINDINGS

KEY FINDINGS

Testing ads in context is critical to understanding their real-world impact

KEY FINDINGS

Attention pre-testing can help brands optimise campaigns for impact

Testing ads in context is critical to understanding their real-world impact

KEY FINDINGS

Viewable ≠ Viewed

Testing ads in context is critical to understanding their real-world impact

Attention pre-testing can help brands optimise campaigns for impact

KEY FINDINGS

Attention is limited

Viewable ≠ Viewed

Testing ads in context is critical to understanding their real-world impact

Attention pre-testing can help brands optimise campaigns for impact

KEY FINDINGS

Dwell times in digital are short

Testing ads in context is critical to understanding their real-world impact

Attention pre-testing can help brands optimise campaigns for impact

Attention is limitedViewable ≠ Viewed

KEY FINDINGS

Creative matters

Attention is limitedViewable ≠ Viewed

Testing ads in context is critical to understanding their real-world impact

Attention pre-testing can help brands optimise campaigns for impact

Dwell times in digital are short

ATTENTION 2.0VIEWABILITY, ATTENTION AND THE IMPACT OF DIGITAL BRAND ADS