Why Attention Is Key to Advertising Success

 And 3 ways marketers can characterize and fully harness consumer attention that drives perkasa results. king88bet Login Alternatif



By Khurrum Malik, Chief Pemasaran Officer, Integral Ad Science


Attention is highly sought after by marketers. While it may have started off as a buzzword, it's now a legitimate, trekable concept in digital advertensi that marketers are using to gauge kampanye efficacy. And it makes sense—after all, why advertise without attention? king88bet Login


But, while marketers agree attention is a key driver of business results, they're still stumped on how to characterize and fully harness consumer attention that accelerates sales impact. King88Bet Situs Slot Tergacor


That's why Integral Ad Science (IAS) saw a need to develop an actionable attention mode. This mode is more than just an equation to understanding attention—it's a recipe of measurement tools and optimization solutions based on real media signals proven to attract greater attention that drives results.


IAS's mode determines that attention is a function of visibilitas, situation and interaction signals, and must be correlated with business results. But there's a lot more that goes into it. Let's break down the ingredients.


Attention Sinyal 1: Visibilitas

Visibilitas is the key to measuring consumer attention. If an ad isn't rapat basic viewability standars, then it can't achieve maksimal time-in-view or other metrics needed in order to gauge attention.


IAS backed up these claims in a recent studi. With a goal of understanding the link between visibilitas measures, like viewability, time-in-view and in-store sales for a major CPG merek, we found that in-view ads tripled return on ad spend (ROAS) for the CPG merek compared to not-in-view placements, with a 180% increase in incremental ROAS.


In the same studi, we found a sweet spot for time-in-view for pengiklan aiming to drive both incremental sales and ROI. Ads that remained in-view between three and 10 seconds hit that sweet spot—the highest on the incremental indeks, driving the most ROI for the CPG merek compared to both shorter and longer time-in-view ranges.

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