Why Understanding Attention Creates Efficiency
March 26, 2018
In digital advertising, understanding audience attention is one of the most critical elements in a campaign’s success. It involves reaching the right audience, boosting that audience’s engagement, and holding their interest to encourage engagement and conversions.
Technology provides advertisers with innovative ways to engage audiences and extract relevant data that helps them target and retarget their audiences in smart and scalable ways. However there are other important metrics, such as audience engagement, that we believe haven’t gotten as much consideration.
Today’s consumers will only pay attention to ads that peak their interest, only when they want that interest to be peaked. They need to feel a connection to an advertisement, as if it was designed just for them. That’s why advertisers need to focus on both reaching the right audience, and also capturing that audience’s attention to drive brand engagement and convert them into customers effectively.
Using Attention Metrics
Attention metrics produce data that determines the level of impact your ad campaigns have. Entertainment and information are no longer separate entities but must work in sync to attract audience attention, keep it, and persuade audiences to act.
Advertisers must think beyond creating an ad, and align their thinking with metrics to determine what content should be presented with the ad, and why. Realizing the attention potential of any media is the first step in deciding whether or not these efforts will be relevant and worthy of any ad spend. This can also be considered regarding the timing of campaigns, each advertisement must be carefully planned to avoid noise arbitrage.
Both historic and real-time data, based on organic and paid media can and should play a role in building a campaign storyline, strategies and distribution tactics.
Attracting the right kind of attention depends entirely on how you leverage the metrics you have available to you.
How Do We Define Attention?
Considering digital advertising, attention can be defined as follows:
[noun uh-ten-shuh n; interjection uh-ten-shuhn]
More than just a view count, it is the meaningful time your audience spends engaged with your content. Its measurement requires that you analyze two key digital advertising metrics: views & time.
When optimizing for views & time together, you are optimizing to what we call, “Share of Attention®”, and we do this by analyzing historically collected insights via the True Reach® Platform. More on the True Reach® Platform in our next post.
Why Optimizing for Share of Attention® Creates Efficiency
Our research has proven that there is an attention deficit when it comes to capturing audience attention. What this means is that, as your advertisement gets longer (and your costs go up), audience attention goes down. But, do you care?
Data of over 200 campaigns, show that the more time people spend with your ads, the better the brand effectiveness and favorability. When you create greater brand effectiveness and favorability, you make better use of your ad dollars vs. the spray and pray methodology because consumers are not only engaging with your brand, but are also growing their relationship with you. More attention, less clutter!