The Importance of Attention
Attention is a scarce resource. In a world bombarded with content, capturing and holding audience attention is essential for effective advertising. Premium platforms, with their high-quality content and engaged audience, offer a unique advantage in this regard.
This includes contextual relevance. Premium platforms often provide a more relevant and contextual environment for advertising, increasing the likelihood that users will pay attention to ads. Reduced ad clutter could result. Fewer ads on premium platforms mean less competition for attention, allowing ads to stand out and be more impactful. Finally, premium platforms are often associated with trust and credibility, which can enhance the perceived effectiveness of ads.
Attention metrics provide a way for advertisers to move beyond traditional metrics like viewability and clicks, and drive positive outcomes across the marketing funnel, notes Double Verify in its blog, “Attention Metrics: Proving the Value of Premium Inventory.” As Double Verify observes, “Attention metrics are more than a passing fad, but publishers can think of them as a natural extension of the existing ad performance dialogue between buyers and sellers. Something that can foster a more trustful relationship, and help both find continued success with each other in an industry where the only constant is, and always will be, change.”
Tapping into Audience Passions
In “Attention Metrics: User Engagement,” All Things Insights’ Seth Adler caught up with Aarti Bhaskaran, Global Head of Ad Research & Insights, Snap Inc., at a past Media Insights & Engagement Conference. Bhaskaran, who held a session, “The Battle for Attention: How to Plan for Maximizing Attention Among Audiences and Ad Formats,” at the event, discusses through the lens of Snapchat the social media user, engaging with the audience and other platform initiatives.
Looking forward to The Media Insights & Engagement Conference? It will be held February 3-5, 2025, at The Scott Resort & Spa, Scottsdale, AZ. The session, “Attention, Receptivity, and Response: The Power of Premium Platforms from New York Times Advertising,” will be presented by Gabriel Dorosz, Executive Director, Audience Strategy & Insights at New York Times Advertising. From news to games, cooking, sports and shopping, The New York Times has successfully tapped into audience passions, but how does that value transfer to advertising engagement? Using a robust mix of methodologies, Dorosz will discuss how The Times is using the best of attention measurement, neuro research, brand lift studies and custom fieldwork to deliver impactful insights and results.
Register for the Media Insights & Engagement Conference
Measuring Impact & Gathering Deeper Insights
We asked Gemini to identify some of the latest mix of methodologies in the attention measurement channel.
- Neuro Research: Neuro research provides insights into the subconscious processes that influence consumer behavior. By measuring brain activity and emotional responses to ads, media brands can identify the most effective creative elements and messaging strategies.
- Emotional Engagement: Neuro research can help identify ad creative that evokes strong emotional responses, leading to increased memorability and brand recall.
- Attention Metrics: Neuro research can measure attention levels and identify which elements of an ad are most effective in capturing attention.
- Brand Lift Studies: Brand lift studies measure the impact of advertising on brand awareness, perception, and purchase intent. By tracking changes in these metrics before and after ad exposure, media brands can assess the effectiveness of their advertising campaigns.
- Brand Awareness: Brand lift studies can measure the increase in brand awareness among exposed audiences.
- Brand Perception: These studies can also assess changes in brand perception, such as perceived quality, trustworthiness, or desirability.
- Purchase Intent: Brand lift studies can measure the impact of advertising on purchase intent, identifying which campaigns are most effective in driving sales.
- Custom Fieldwork: Custom fieldwork, such as surveys, interviews, and focus groups, can provide valuable qualitative insights into consumer behavior and attitudes. By combining quantitative and qualitative data, media and entertainment brands can gain a more comprehensive understanding of the impact of their advertising.
- Consumer Feedback: Custom fieldwork can help identify consumer preferences, pain points, and motivations.
- Advertising Effectiveness: By gathering feedback from consumers, media brands can assess the effectiveness of their advertising campaigns and identify areas for improvement.
The Power of Premium Platforms
By leveraging a robust mix of methodologies, media brands can gain valuable insights into the power of premium platforms. By understanding the importance of attention, utilizing neuro research, conducting brand lift studies, and engaging in custom fieldwork, media brands can deliver impactful advertising experiences that resonate with their audience and drive results.
Video courtesy of Think with Google
