London, United Kingdom – Multiple instances of short attentive exposure to an advertisement are more effective at driving brand results than having a single exposure with sustained attention, research by Havas Media Network claims.
According to the study, a viewer’s frequency of exposure to an advertisement can result in an aggregate attentive experience. Even if the viewer pays attention for merely one or two seconds, this number can increase over time and is effective at driving brand awareness.
While sustaining viewers’ attention through a single advertisement exposure has its merits, multiple ones result in capturing ‘good enough’ attention and consequently in consideration and action intent.
The research combines Lumen Research’s predictive attention models with Brand Metrics’ studies to generate results.
“We’ve seen significant progress in the prominence of attention since this relatively nascent discipline was first introduced five years ago. However, while there has been an abundance of scholarship in this area, adoption into media planning and buying has lagged. Our new study with Lumen Research and Brand Metrics bridges this gap, providing actionable insights into the specific attention required to achieve brand metrics, allowing us to implement attention into planning and activation tools like never before,” Jon Waite, global managing director of marketing experience at Havas Media Network London, said.
“Brand Metrics was delighted to provide our brand lift research to this pioneering study of attention and brand metrics. By integrating brand questionnaires directly into publishers, we are able to mirror the different stages of the brand funnel and provide the survey consistency and impression-level viewability data necessary to understand the relationship between predicted attention and brand metrics at scale,” Anders Lithner, chief executive officer at Brand Metrics, said.
