What is it about?
This paper uses measurement of visual attention on advertising to analyse the extent to which specific brands, or multiple brands within an industry vertical, can expect that their ads will resonate within specific media contexts. We demonstrate there is consistency over time and within industries, but that the consistency is weak. Brands will need to test each creative for maximal results.
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Why is it important?
Contextual advertising will become increasingly important as the industry turns away from cookie based advertising technology. This stud will help brands understand how to ue contextual targeting for maximal effect.
Perspectives
This work involved large scale data collection and some creative thinking about how to analyse and present these ideas. I hope that it helps marketers understand that there are many nuances to the performance of advertising and help them see the value of attention measurement technology.
Dr John Hawkins
Playground XYZ
Read the Original
This page is a summary of: Brands, Verticals and Contexts: Coherence Patterns in Consumer Attention, August 2023, Academy and Industry Research Collaboration Center (AIRCC),
DOI: 10.5121/csit.2023.131410.
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