In the era of digital advertising, when each of us is bombarded by an endless stream of advertising messages, it is increasingly evident that the more campaigns we see, the less we actually perceive them.
While ad spending has been steadily increasing in recent years, the impact of advertising on users has been declining. The audience is completely overwhelmed by ads and attention is distracted. The traditional model of advertising, where we pay per impression regardless of whether the impression was even seen, no longer works. So we've gradually moved to the next standard of technically viewable impressions - but even this metric is not enough. What's important is the attention the ad gets.
Source: Amplified IntelligenceAttention, the ability to focus selectively on a particular stimulus, maintain it, and change it as needed, is the key to effective advertising. It helps to gauge more accurately whether an ad is actually engaging and what effect it has on the viewer. With attention data, we can better optimize ad formats, placement and website selection to maximize cognitive viewability.
At Omnicom Media Group, we are able to measure attention in local Czech inventory thanks to our partnership with a technology company that we work with in other European markets. Based on local data, we can thus measure, plan and optimize the display of ad formats towards the highest possible user attention, even in real time in programmatic buying. Of course, creative is an important part of the whole project, with possible pre-tests, heatmaps and benchmarks for mobile and desktop we can help brands to optimise their creative before the campaign itself is launched.
At the heart of the methodology is an AI convolutional neural network that predicts ad effectiveness and eye contact with the user, backed by a huge data set consisting of specific data from individual selected European markets, primarily Northern and Western Europe, and now the Czech Republic.
As a result, ad campaigns are displayed on pages and in positions where high levels of user attention are predicted in advance. This leads not only to an increase in brand metrics, but also to an increase in consideration, loyalty and brand preference, while increasing return on investment (ROI).
Measuring attention in advertising is thus a key factor in achieving optimal results. We are currently testing formats on social media. Based on correlation studies that analyze the campaign objective, visual, format and goals achieved, we are looking for the combination that will bring the highest user attention and thus the highest sales result.
A big topic that is right in front of us is video. Its methodological grasp in terms of attention as well as its impact and importance with respect to platforms and different target groups.
However, we can already say that optimization towards attention is becoming the new market standard with a direct impact on the increase of brand metrics and ROI.
Source: mediaguru.cz
