While more attention leads to increased recall, shorter ads were more attention-efficient and did more work in a shorter period of time. Dentsu's "Attention Economy" research program is focused on
measuring the true value of attention across channels, platforms, and formats, to reroute the way the ad industry judges an ad's real success.
The ad industry has realized that "device metrics" that were proxies for attention and standards like viewability do not necessarily equate to a true "opportunity to see," according to Joanne Leong,
vp, global media partnerships, dentsu international.
Thanks to wider use of sophisticated brand suitability and risk prevention strategies, brand risk for desktop display campaigns dropped by 2.4 points in the U.S. in the period.
Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
Global organizations across the industry are continuing the journey to future-proof technology and data stacks against coming privacy changes and build out a "cookieless measurement stack."
When an average CTV commercial repeats within five minutes, a viewer's attention span -- eyes on the screen -- is just eight seconds, TVision research says.
The "Publisher Trust Index" uses algorithms to measure metrics, including brand safety, invalid traffic (IVT, or ad fraud), programmatic reach and viewability.
By at least one important quality measure -- so-called "viewability" -- connected TV ads are the top of the digital food chain.
Viewer "attention" decreased by 3.7% during daytime hours, TVision research found, while TV set usage grew 77% from mid-March through the end of April. "Viewability" decreased 1.5% amidst TV
commercial wear-out and viewer attention to COVID-19-related brand advertising decreased by 13% from March 1- May 17, while "attention" to OTT programming increased 20%.
Although brands are cautious about advertising next to COVID-19 stories in newspapers and magazines, new research in "Marketing Week" suggests that conversely, two in three viewable ads next to such
stories are noticed, compared to an average rate of 55%.
"Viewable" ads generate appreciably higher "conversions" than non-viewable ones. That's the not-so-startling finding of a collaborative study released this week by GroupM Scandinavia and Integral Ad
Yet another reputable source -- IAS (Integral Ad Science) -- reports mixed signals for digital ad quality trends in its first-half 2019 "Media Quality Report." IAS finds ad viewability trending
upward for all major digital ad formats, yet also finds fraud is inching up -- especially for desktop video, which more than doubled its rate, year-over-year.
The UK just hit 70% in viewability for the first time -- and that's a record in Europe.
CANNES, FRANCE--The U.S. Chairman of Media at Dentsu Aegis Network (DAN) is helping spearhead the group's new Attention Economy project to determine whether it is possible to measure attention.
About half of all U.S. TV viewers -- and nearly 60% of young viewers -- are "co-viewing" more than three years ago, according to a study from GfK MRI.
Share of viewing on internet-connected devices was 16.5% for adults 18-49 during Nov. 2018, 11.9% in Nov. 2017 and 8.4% in Nov. 2016.
Facebook has passed a "substantial milestone" toward gaining industry accreditation for its "viewability pipeline measurement process," The Media Rating Council announced Monday afternoon. The MRC
said it has completed its assessment of the component of the process controlled by Facebook, and that its audit committee has concluded that Facebook was "materially compliant" with the MRC's Minimum
Standards for Media Research, as well as other applicable industry measurement guidelines.
Ten-second spots routinely outperform 30- or 60-second spots in the attention race. Key categories and placement determine viewer interest.
The latest research shows improvements in viewability and fraud -- but mobile video is still the biggest brand risk.
Consumers are leading general marketers in adoption of rewarded ads for two reasons, says Maggie Mesa, vice president of mobile business development at OpenX, One is that they see the obvious
benefits of being rewarded to do something that they see increasingly as an intrusion on their media experience. Another reason is that a wide variety of digital media developers -- especially gaming
apps and platforms -- have been using rewarded advertising for years.
Newspapers remind brands that if they buy cheap, they will always end up paying twice.
It is often overlooked, but Warc says search is growing again -- at the expense of display.
Online's share of daily minutes spent with media has grown seven points to a dominant 38% this year, according to new estimates released Thursday by GroupM. The analysis, part of GroupM's April 2018
"State of Digital" report, shows online surpassing TV for the first time this year. The estimates, which are global averages, weighted ot local spending, also shows an incremental effect: the total
time spent with these Big 4 media, has grown more than 10% since 2015. GroupM also surveyed WPP's global agencies network on a variety of other industry "hot topics."
Below the fold adverts are nine times as engaging as those above the fold, research in Netimperative claims. The study by Svorn intends to challenge the assumption that above the fold advertising is
always more engaging by insisting dwell time for those adverts scrolled down to on a page is longer.
Even the MRC has acknowledged that current standards likely are not sufficient, and said it is considering moving to a "100% viewable" standard last month. The preliminary ViralGains and CMO Council
study findings note that 96% of marketers surveyed plan to increase their video advertising budgets this year.
The UK treads water on viewability, but with four-fifths of display traded programmatically, that is not so bad.
The Media Rating Council is looking at raising the bar on video ad impressions to "100%" viewable, and has issued an RFP for research to support it, as well as its push to "duration weighting."
Characterizing it as a call for "research and input," the MRC said it is weighing a "possible move to 100% pixels as a viewability criteria." That would be a significant shift from the previous
standard -- for both video and static digital ads -- that a minimum of 50% of their pixels must be in view for a minimum duration of time (two seconds for video and one second for static ads) to be
counted as "viewable."