Do I have your attention? Even then, where do we go from here?
A report from the ARF with Kroger Precision Marketing says that getting "attention" from a media campaign
isn’t all that effective at predicting whether it moves sales -- or other brand outcomes.
According to the report, there is little to no correlation between attention metrics and sales
lift.
So attention results might include data as weak as watching a Geico TV commercial but not knowing much about the service or product, for example.
Attention
data sits in the upper part of the marketing funnel -- which is very different from pulling out your credit card and swiping it on a machine.
Attention is at the beginning of this journey. After this come such things as "interest," "consideration,"
"intent’," "evaluation" and "purchase."
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In terms of a better business outcome, consideration and evaluation come with someone getting off their couch and driving to a mall or
showroom -- perhaps to touch and feel an expensive product such as a mobile phone, a fancy EV vehicle or a modern cooling mattress.
Integral Ad Science says: “Higher attention
impressions have double the success rate as those with low attention. This is because when consumers pay genuine attention to an ad, they are more likely to remember the brand, understand the message,
and take desired actions.”
In responding to the new ARF study, Kevin Krim, CEO of measurement company EDO Inc., which provides TV outcomes data results, recently commented on
LinkedIn: “We’ve long known that attention alone is not consistently linked to actual business results. Part of why marketers love TV is that attention is consistently high. We watch the
ads to get to our shows! Obvious metrics like attention may make for good headlines, but consumer engagement actually helps move the needle.”
Perhaps new studies should look
deeper into the funnel as well. The best measure of a good business result should be added -- maybe something called "consumer purchase with no apparent returns on the horizon’."
I may have your attention now.