Large global advertiser released attention based case study
This headline really grabbed our attention (excuse the pun, it is our first newsletter and we’re excited!) - Haleon Says Attention Is A Good Measure Of Media Quality, But It’s Too Soon To Make It A Buying Standard.
It was awesome to see the work of a big global advertiser and their partners (Publicis,
Adelaide and Cint) shared with the industry. There were so many good excerpts and we’ve pulled out our top 4 below - go and read the whole article to get the entire context.
1 - The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP – which saw higher ad recall and purchase intent for inventory with good vs. low attention scores – could strengthen the case that low-attention inventory isn’t worth buying.
Low attention ads are the bottom feeder scum of the internet and are never worth buying if the campaign goals are set up correctly (and surely that should include ‘ad was seen’). At Impact we are constantly asked ‘does your only charging for ads that are seen method work?’ and we always say ‘it depends on how you’re measuring us’.
2 - According to Cint, CTV media with a high attention score drove a 37% lift in favorability, 19% higher ad recall and 9% higher purchase intent compared to inventory with low attention scores.
Hoorah, it works.
3 - “We were able to quantify the amount of money that was currently being spent on media that was below those floors,” he said, “and there were double- or triple-digit thousands of dollars that could potentially be reinvested into placements that had a higher AU.”
When taking a step back and thinking about quality, surely ads being looked at will serve a part in that framework. When re-engineering the quality equation, there will definitely be significant savings for buyers from removal of wastage, which can either be bottom line savings or money to deploy into better quality media.
4 - Attention-based buying can also lead to diminishing returns at the highest levels of attention. For example, the highest-scoring CTV inventory is scarce and often carries very high CPMs, so the performance boost provided isn’t always enough to justify the trade-off… Besides, attention measurement vendors are not currently integrated across all DSPs, he added.
We were really pleased to see this point called out. Quality averages are one thing, but cost efficiency is critical to maximizing investment. In our own tests, we see the CPMs for ads that are seen for 1 second vary by up to 100x (i.e. between $2 to $200) - so if you were just measuring ads that gained 1 second of attention after the fact and not proactively optimizing towards it, you will be paying over the odds in a very substantial way.
That’s it for the first edition of Attention Weekly - thank you for making it this far. We hope you enjoyed our concise perspectives on digital advertising attention. We have plenty more upcoming, including podcasts, video interviews, news and opinion.
