By Steve Weaver, Head of Research at ThinkPremiumDigital, Published Mi-3.com.au
The IAB is right – attention is compelling, but not a silver bullet for advertisers. While it’s a critical component needed to achieve effective advertising, attention must be considered within the context of other metrics, ThinkPremiumDigital’s Steve Weaver writes. A MediaScience study of Premium display vs longtail and Facebook, and BVOD vs YouTube, shows why.
We all want ads that get people’s attention and then lead to establishing mental availability. The obvious next question is which media channels provide the best opportunity to do exactly that.
To find out, ThinkPremiumDigital engaged media measurement firm MediaScience to serve more than 5,000 respondents with 6,000 unique advertising experiences across 252 websites.
This research highlights the pitfalls of making investment decisions based purely on attention.
Attention is a critical cog in the engine of effective advertising. But a focus on memory outcomes – be that simple salience or more sophisticated mental availability calculations – better captures the broader range of elements needed to achieve optimal advertising effectiveness.