Attention matters in advertising, and part of the answer lies in screen real estate
If attention is a currency, some advertisers are paying for nothing, especially if people can’t see their ads, as Kim Portrate explains.
It’s not news that capturing people’s attention is difficult. On an average day, we are exposed to thousands of advertisements. The big question is, how many do we pay direct attention to? The answer is, sadly, very few and in advertising, attention matters.
For ads to be effective, two things need to happen: people need to see them and they need to pay attention to them.
Great insight – Is there any info you can share on how you’ve defined and measured ‘Attention’?
I believe the original research is based on STAS, short-term advertising strength.
Well established literature area.
No problem. The details are at https://thinktv.com.au/facts-and-stats-type/the-benchmark-series
No problem. The details you want are at http://www.thinktv.com.au/fact.....rk-series/
“For ads to be effective, two things need to happen: people need to see them and they need to pay attention to them.”
1. Wow!
2. That’s a little myopic, isn’t it? (see what I did there!)
Broadcast, streaming and video ads are consumed with the eyes AND the ears…And Ipsos’s research in Europe claimed 46% of people aren’t looking at the screen when they’re watching television… they’re multi-tasking. It’s the audio that prompts them to look at the screen.
After all, it’s called AV… not V, right?
And what about radio, streaming and podcast content? People sure don’t need to see them, to be effective.
Maybe myopic wasn’t the right term… Tunnel Vision is more accurate. 😉
(Come on… what did you think a post from “The Audio Guy” would say?!!!
I think a reasonable question might be;
If attention drives sales impact, what does audio attention deliver in the same context. What does video attention + audio attention deliver, as opposed to just audio attention.
What a brilliant article! “Frankly, if you have the choice between buying media with low CPMs no one sees or engages with, or media consumers will notice and pay attention to, low cost, invisible media isn’t really an option, is it?” really sums up that marketers need to delve through their numerous, ongoing reports and really understand what their business drivers are and how their advertising truly achieves these outcomes, rather than focusing on high level vanity metrics.
We should all be buying Cinema?
Yes you should.
We’re like TV, but 150x bigger.
Attention is our jam.
Is this a sponsored post?
saying one option is bad doesn’t mean that the other option is good.
Seriously, is the state of industry research now?
“Frankly, if you have the choice between buying media with low CPMs no one sees or engages with, or media consumers will notice and pay attention to, low cost, invisible media isn’t really an option, is it?”
Did anyone just go- oh, wow, I thought I was supposed to have advertising that no one saw. I should stop that campaign I put up with no one seeing it. It’s insulting research. Even the research she quotes proves that smaller video does something. Isn’t the question how much does it do for how it costs me? Otherwise if we follow this logic, stop spending on TV and put it on cinema.
Sometimes I seriously think I’m a little bit dimmer for reading ThinkTV research. The name is becoming an oxymoron.
Funny how I rarely fail to notice an ad promoting something Im really interested in, no matter how boring, or poorly executed the ad might be.
What about YouTube ads on connected TVs? That’s all that gets seen in my house before Netflix comes on with no ads.
I’ve always wondered what % of YouTube CTV audience is kids under 12..
During such a tough time in the industry why aren’t we cutting research budgets or investment in consortium’s like ThinkTV.
How many people’s jobs could have been retained if the industry wasn’t besotted in telling people what they already know about advertising.
We are all in “the industry” dude. Researchers, media marketers, media owners. Good research = revenue = jobs !
Great ideas get attention.Dull ones don’t.
Industry in-fighting is so passé