Playground xyz, the leading attention measurement and
optimisation platform (and a part of GumGum), today announced the
results of a groundbreaking new study using its new Optimal
Attention framework and its impact on real-world results.
LONDON, June 27,
2024 /PRNewswire-PRWeb/ -- Playground xyz, the
leading attention measurement and optimisation platform (and a part
of GumGum), today announced the results of a groundbreaking new
study using its new Optimal Attention framework and its impact on
real-world results.
"Brands can be empowered to craft more
impactful campaigns by understanding how exactly attention affects
customers at different stages of the marketing funnel,"
Rob Hall, CEO at Playground
xyz.
Building on Playground's metric of Attention Time (the length of
time, in seconds, that an ad is directly looked at), Optimal
Attention is defined as the minimum target Attention Time required
to deliver sustained increases in brand outcomes. It aims to
understand how the nature of attention varies across different
digital ad campaigns, based on factors like brand market position,
creative execution, and desired brand outcomes.
The new study, conducted by Playground xyz's Lead Scientist Dr.
Shannon Bosshard and Chief Scientist
Dr. John Hawkins, analyzed
behavioral eye-tracking data from approximately 20,000 participants
exposed to 55 video ads that ran across Instagram, Facebook,
TikTok, and YouTube. This was combined with a neuroscience analysis
of 1,800 ads, to understand how consumer attention is shaped at
both a conscious and subconscious level.
During the study, each participant was presented with a newsfeed
featuring ads on a single social media platform and asked to use it
as they usually would for a 3-5 minute period. Participants then
completed a short survey on brand outcomes including awareness,
recall, consideration, and purchase intent. Results were then
interpreted in tandem with neuroscientific analysis.
Top insights from the study demonstrate that:
- Attention drives rapid upper and mid-funnel outcomes:
Playground's research shows that consumer awareness, recall, and
consideration are all strongly influenced by core attention
metrics. Increases in the majority of outcomes also occur quickly,
with most seeing a lift prior to 10% of an ad having been
watched.
- But Optimal Attention differs for each brand outcome: On
average, it takes 1.4 seconds of consumer attention to drive a 10%
lift in brand awareness at the top of the engagement funnel. For
mid-funnel results, however, a longer attention threshold is
required: 1.6 seconds for consideration and 3.9 seconds for
prompted recall. The level of lift achieved also differs
significantly per outcome.
The takeaway for brands here is that attention plays an integral
role in moving consumers toward a purchase – but not all attentive
seconds are created equally. The Optimal Attention threshold can
help define how much attention is needed, depending on the target
outcome and whether a campaign is targeting upper, mid, or
lower-funnel results.
- Creative execution is the primary driver of Optimal Attention:
A brand's ability to drive changes in consumer behavior is directly
related to how strong its creative messaging is.
In a massive 94% of ads analyzed in the Playground study, the
thresholds for Optimal Attention were notably different depending
on what creative was used – versus the platform that content
appeared on (Instagram, Facebook, TikTok or YouTube), which had
less impact on performance. Ultimately, the way attention is paid
to a specific creative – rather than the ad environment – is what
determines the lift in specific brand outcomes.
- Neuroscience reinforces the power of the creative: Unlike
traditional methods, neuroimaging doesn't rely on conscious
responses – it measures the brain's activity as consumers encounter
advertising. And in Playground's study, brain activity data
supports the pivotal role of brand creative. Results from over 150
lab sessions indicate that creative content significantly
influences memory encoding; which, in turn, impacts critical
marketing goals such as brand loyalty and sales.
- Brand size matters: Larger brands with a baseline awareness
above 75% are almost 1.5 times more likely to get lift with an
Optimal Attention threshold of below 2 seconds. They're also almost
twice as likely to have an Optimal Attention threshold below 1
second. This is probably the consequence of pre-existing brand
recognition and the use of distinctive assets (e.g. strong visuals,
unique colors or audio jingles). Both of these require less
attention to "jog" the mind of the consumer, triggering strong
responses.
"Our new dataset is the best evidence we have, to date, that
explicitly shows that different brand outcomes and creative
executions 'convert' attention differently," explains Rob Hall. "Brands can be empowered to craft more
impactful campaigns by understanding how exactly attention affects
customers at different stages of the marketing funnel. This, along
with greater investment in strong creative development, can
powerfully influence specific consumer behaviors, and help amplify
measurable results."
For more information on Playground xyz's new study, get in touch
at info@playgroundxyz.com.
Media Contact
Kayla
Smalls, GumGum, 1 9179994629, kayla.smalls@gumgum.com,
GumGum.com
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