About three-quarters of people surveyed in a study by Screenvision said ads in theaters are more memorable than ads on television.
It characterized a first-half marketing mix modeling effort as a "major new initiative" exploring how such models are being transformed "in the age of AI and big data and the implications for TV,
video and premium content."
Snapchat shared results of a recent study that shows how creator partnerships can help a brand boost its reputation among consumers, drive outcomes across the full funnel, and better hold user
attention.
Broad brand awareness and personalized outreach not only capture attention but also build trust.
CJ 4DPLEX is working with National CineMedia to tie a full sensory experience into ads running at theaters.
If 2024 was the "Year Of Attention Metrics," it's ending with a bang, including news this morning that Nielsen is partnering with Realeyes.
The connection between an ad's cultural and personal relevance and the likelihood of a consumer purchasing a product is examined in a report conducted by WARC and TikTok, highlighting the potential
importance of moving beyond consumers' demographic profiles when devising social media marketing strategies.
"Daily Mail" ran an eye-tracking study with Lumen Research challenging the a long-held practice among brands to take brand-safety measures that avoid ads running alongside scandalous, negative or
undesirable news content.
According to a report from the ARF with Kroger Precision Marketing, there is little to no correlation between attention metrics and sales lift.
Democrats index at 93 for political ad attention, with Republicans 2% higher at 102. "Independents keying in on campaign ads" is "good news for both campaigns," TVision says.
Maybe they're not garbage in/garbage out, but to coin yet another new industry acronym, maybe they are MIIMIO: misaligned incentives in/misaligned incentives out.
Over 90% of viewers say long-form content is the "gold standard of premium" content, and another 90% believe long-form programming is a "valuable use of their time," DirecTV research finds.
Thirty-eight percent of respondents say their opening smart TV home screens -- with streaming apps -- are the first thing they see when turning on their TV sets.
Almost half of consumers said they avoid ads because they're annoying, challenging marketers to capture quality attention.
The top three streamers in share of time spent viewing are YouTube, Netflix and Hulu, with YouTube TV at 8% share and Amazon Prime Video at 6%. The top premium streaming platform in household reach is
Netflix with a 64% share followed by YouTube at 57%, Hulu, 41%; Prime Video 34%; Max, 29%; Peacock, 23%; Disney+, 22%; and Paramount+, 21%.
Viewers tend to spend more time viewing ads that appear in cinema, linear television and connected television.
How does a company conduct a study of visual attention and performance on retail video screens when participants only receive directions on when and where? Trust played a role, with very little
information on why they were there.
"This is not a conclusion," Advertising Research Foundation Chief Research Officer Paul Donato said, describing it as a "prelude" to a future phase benchmarking the ad attention value by medium.
Short-form advertising video via TV, streaming and digital platforms plays an important role in effectiveness when it comes to advertisers' media mix, according to a new study from WARC, an ad
research company.
YouTube is launching a "Select Shorts" ad offering to give advertisers the ability to engage audiences across a variety of content genres by placing their ads alongside best-performing Shorts.
AnalyticsIQ's research determines the most effective ways to improve performance with each targeted ad, especially as cookies disappear as targeting options.
The opening day of the Audience X Science Conference Wednesday offered intriguing insights on leading-edge topics including AI and attention metrics for media and brands.
Attention quality scored the highest for audio ads with the highest voiceover volume compared to ads with the lowest voiceover volume and the ads that had too many competing elements within the
creative at 25%, according to a controlled-study data released Tuesday.
Erwin Ephron taught me there is no perfect form of media research. And as good as neuromarketing, biometrics, and computervision are in unlocking some of the mysteries of our brains may be, we still
need to apply our brains to interpret what those outputs actually mean.
Although marketers recognize the importance of attention metrics, there are varying perspectives on how it should be used, and for what type of media.
But the ARF report is nonetheless worth reading if you want to get a handle on the burgeoning supply chain of "attention measurement" researchers, both native and non-native.
Omnicom's OMD unit and Teads will release results of what they call a pioneering neuroscience study analyzing the new metric, as well as three measurement tools associated with it.
Households with kids also tend to pay greater attention to CTV ads and programming.
Report also offers insights on the effects of ad length and frequency on advertising attention.
The attention offering can be used across a campaign's lifecycle, from planning through reporting.