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