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BizReport : Advertising : October 01, 2014


Attention - the new way to measure digital video ad effectiveness

Getting the attention of your target audience is easier said than done. But, according to new research from IPG Media Lab and digital video company YuMe, there is a way to ensure an attentive audience and that's to engage them while they're away from home on a mobile device.

by Helen Leggatt

According to the research, a consumer's attentiveness to video ads increases while on a mobile device and while they are away from home at work, commuting to work, on holiday or in a public space. In fact, location was found to be the highest indicator of receptiveness followed by mood, genre of video being viewed, and a viewer's 'need state'.

The study claims that traditional 'reach' and 'frequency' metrics are not enough. Instead, YuMe brings a "first-of-its-kind" insight into a nascent notion that could become a viable brand advertising methodology in the very near future - attention.

"Starting with the initial findings of this research, clients may soon have the ability to strategically target attentive audiences to increase brand performance," says Paul Neto, Director of Research, YuMe. "Looking at the research alone, it seems likely that attention will be a valuable metric to measure digital video advertising effectiveness moving forward."

Screen size was also an indictor of attentiveness, found the report. The smaller the screen, the more attentive the viewer. And the greater the attentiveness, the higher the overall brand favorability and purchase intent, found the research.

"Since the media industry is highly-fragmented, it is difficult to know when consumers are actually paying attention to ads," says Brian Marx, Digital Marketing Manager, Truvia® natural sweetener. "YuMe and IPG Media Lab's research shows the valuable impact high consumer attention has on brand metrics. If we could reach audiences when they are most attentive, those impressions would be of greater value."

You can view YuMe's 'Pursuit of Attention' infographic here.

Image via Shutterstock

Tags: advertising, attention, brand marketing, mobile advertising, video advertising










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