The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
Brilliant new research on attention and digital advertising Lumen Research, Havas Media Network and Brand Metrics have produced the largest study exploring brand lift with attention on digital. ‘What Do 9,000 Brand Lift Studies Teach Us About Attention & Memory?’ The findings are clear: • Attention and brand outcomes are closely correlated. • Attention time is the best predictor of brand preference and intent metrics. • Aggregate attention time is crucial for brand campaigns. • Frequency drives both attentive reach and aggregate attention time. • Different attention strategies can influence various brand outcomes Congrats to Mike Follett and the team. Attention, again, is clearly useful when understanding how campaigns work. You can get the full white paper for free here: https://lnkd.in/ewutY_MJ I share #advertising and #marketing insights daily, follow for more.
Ben O.
2mo
Thanks for sharing mate, there’s an efficiency overlay that’s missing here, in other words, attention costs money but how much is actually needed per brand or category?
Mike Follett
2mo
Thanks Andrew, and looking forward to investigating how we can unite this media insight with System1's creative learnings. Lots of credit must go to Jonathan Waite at Havas, Anders Lithner and his team at Brand Metrics and, of course, to David Bassett, Lumen's head of analytics
Very useful. Thanks for sharing.
Lyndon Morant
2mo
This is great, thanks for sharing! Re: ‘frequency drives aggregate attention’, can you please confirm: 1) Does ‘median average attention’ improve with exposure? Or does ‘attention time’ simply accumulate with frequency? 2) Can high frequency make up for low creative quality, as measured by ‘attention time’?
Eric Rong
2mo
Interesting to see more research validating that aggregating multiple hits of 'good enough' attention is sufficient for top-of-funnel campaigns, while one 'big shot' of attention works best for driving preference or action intent. And this isn't just relevant for brand lift either! I came across this really interesting unbranded bus stop ad by a pharmaceutical lobby group which certainly goes all-in on capturing attention, but seems to break the typical OOH rules of keeping copy simple, playing with distinctive assets, making the logo bigger (in fact, it's not there at all). It also trades high reach and frequency for earned and shared media impact, being just one bus stop in our Prime Minister's electorate. Of course, part of this is because it's not aiming to drive brand growth at all (although arguably it should). But perhaps this approach of including lots of detail to engage viewers for longer is indeed the right fit for a persuasive, action-oriented campaign, even if it's not typically how brands use OOH.
Mohamed A.
2mo
🙏 Thanks for sharing, it is indeed an Interesting research, but , in my opinion, it misses a crucial dimension of how advertising actually works. While the correlation between attention and brand outcomes seems compelling, this focus on conscious attention overlooks decades of behavioral science research showing that advertising can work effectively through unconscious processing. Research by Zajonc (1968) and subsequent have demonstrated that mere exposure to advertising influence brand preferences without requiring conscious attention or recall. In fact, Bornstein & D'Agostino (1992) found that ads that aren't consciously recognized can have stronger positive effects. The assumption that "more attention = better outcomes" might be leading us to overvalue conscious attention metrics while undervaluing the subtle, unconscious effects that actually drive consumer behavior. Perhaps we're paying premiums for attention when what really matters is simple exposure and unconscious processing. 🙂 I recently explored this topic here https://shorturl.at/zkRMn Would love to hear thoughts on how we might bridge these two perspectives."
Mark Palmer
2mo
Would love Byron Sharp to comment given alternative research and recent comments on how paying for attention is over rated.
Anna Rashid
2mo
Really interesting study -An interesting question is whether our ecosystems reward or punish attention-grabbing content. While creativity plays a role, buying models within ecosystems) also have their part to play
eric koivisto
2mo
That’s pretty clear that creativity and relevance (and emotional engagement) are all good things for brands to aim for. Love it.
This, that and the other, but mainly YouTube.
2moThanks for sharing...would love to see this for video as it seems like this was only looking at display campaigns no? ? "Note: The initial dataset is based on display advertising. In the future, the dataset will be expanded to include video campaigns." In my ideal world, a similar study looking at attention (and ideally outcomes) by DEVICE. So for instance, compare YouTube on CTV vs. linear TV vs AVOD/BVOD on CTV (since in my experience about half of AVOD/BVOD impressions are delivered to mobile/tablet/desktop devices). Everything video related I've seen thus far compares platform vs platform which doesn't reflect the consumer reality that TV is is a device, not a medium.