Reach and frequency have long been the standard metrics in advertising. With the industry maturing and the digital landscape becoming more complex, we are concurrently experiencing dramatic levels of fragmentation -- changes in viewer consumption habits, the proliferation and adoption of new devices and a plethora of available content and channels for consuming digital video media. More than ever, consumers are highly distracted.
If we are to successfully navigate this ecosystem, we must accept and adapt to the fact that devices, platforms and content are not all created equal; advertisers are constantly struggling to ensure impressions are as impactful as possible. There seems to be a focus on the distracted consumer, though we feel this is a tad misguided. As an industry we need to focus on the inverse -- attention. Once a consumer is distracted, the level of effort required to gain their attention is colossal at best. Because of this, we believe the focus should be on attention, understanding it and harnessing it to ensure we are reaching the right people at the right time for the best impact.
Similar to the concept of awareness, attention is a multifaceted, complex notion that is influenced by a number of contextual factors: How do we reach an attentive audience? What is the incremental impact of reaching an attentive audience? And how do we know if they are paying attention?
In pursuit of audiences that are paying attention to digital content, advertising or otherwise, we joined forces with IPG Media Lab to explore measures of receptivity and attention, and to determine how to reach audiences when they are most likely to be paying attention.
Through a survey and online virtual lab experiment, we collected feedback from more than 7,000 respondents to see what influences their receptivity to advertising across multiple categories and what drives their level of attention. Results showed that while fragmentation is rampant, consumers are watching all forms of digital video content across all devices all the time. We also found distinct contextual cues that can help predict levels of attention. Contrary to popular belief, at home, in a lean-back state, watching entertainment content isn't necessarily the most attentive state for consumers. In fact, out of home/in a public place -- whether commuting or at work, in a lean-forward mode and on a smartphone or tablet -- yields very high levels of attention.
Further results support that by optimizing around attentive audiences, and not just by demographics or content genres, brand metrics such as purchase intent are increased by double digits. This research lays the groundwork to urge advertisers to recognize attention as a valuable metric for defining and reach audiences.
Learn more about this study at www.YuMeResearch.com.
Paul Neto is currently research director at YuMe, where he focuses on research initiatives around digital video platform utilizing traditional research along with big data insights. Prior to joining YuMe, Paul was co-founder at Crowd Science. At Crowd Science, which was acquired by YuMe in 2012, Paul worked with some of the largest Internet publishers such as Forbes, Reuters, Everyday Health and Federated Media Publishing, using research and Big Data to harvest audience-based insights and improve ad targeting technology. Prior to co-founding Crowd Science, Paul led a team of technologists in building and supporting online survey recruitment and brand measurement technologies at comScore.
YuMe. is a leading provider of digital video brand advertising solutions. Its proprietary data science-driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand-receptive audiences across a wide array of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe's technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today's highly fragmented market. www.YuMe.com