Since the epidemic, consumers have become much more prudent in their use of advertising. For example, national ads for Super Bowl LVI accounted for more than 40% of all TV ad impressions on linear TV in 2022. And since ‘Nostalgia’ was the theme of the event, it was able to resonate and stimulate joyful emotions, making the event memorable and lasting.
We’ve seen brands succeed in bringing the old with spin. The halftime show was a stream of early-nineties hip hop, with brands leaping into the past. Along with Verizon, Jim Carrey’s Cable Guy made a comeback and GM brought Austin Powers to life. It’s about taking the best things of a time and holding on to them.
While Super Bowl LVI has come and gone, the nostalgia of the early 90’s and early 2000’s that bound its ads to itself must remain here. Whether it’s the return to Sex and the City TV, the return of Sichuan sauce to McDonald’s or the resurgence of millennial fashion trends, 2022 is looking back in time to the needs of its popular culture. This is surprising in terms of events over the past two years, as cowardly-tired spectators look back to better times. However, this means that brands need to keep their messaging authentic and passionate if they really want to engage with their customers.
A new metric has been developed
On top of that, there’s an important metric that will make a difference for advertisers. And that is attention. Moving away from visibility to campaign planning, buying, and measuring to focus on focus metrics as key KPIs.
Recent research conducted by Dentsu International and TIDS on the focus economy has clearly shown that focus is three times more effective at predicting consumer outcomes than perspective – this is a very important issue for advertisers to understand and grasp as quickly as possible.
In fact, for some time there has been an understanding across the media industry that relying solely on visibility is no longer enough to get customer feedback on the content of a page and we are looking for better ways to measure it. Position on the page – can actually have a negative effect on the level of attention. To move forward, advertisers need to move away from visibility, and buy, plan, and measure campaigns that focus on metrics of focus as their main KPI.
Attention four main drivers
Our research highlights four key drivers for attention that advertisers need to focus on to drive consumer attention.
1. Media quality
This may sound obvious, but viewing time is one of the most important drivers of attention – the study shows that both video and display advertising have benefited quantitatively from quality, viewing time. This means that both the publisher and the advertiser can drive high user engagement with quality content, showing a slow scroll speed and a high average time (even longer than Instream).
2. User preferences
Naturally, compelling ads attract more attention than easily ignored ads. However, when a consumer voluntarily chooses to view an ad, it has a significant effect on the brand lift metrics, regardless of whether they watch for 2 or 20 seconds.
While the importance of creativity on the effectiveness of advertising has been well documented before, creativity has so far emerged as the biggest driver in the focus economy framework of how rigorous attention works. The difference between good creative and weak creative can affect withdrawal up to 17%.
Finally, based on previous research, our study found that placing ads within a context relevant to the reader improves 13% of attention per 1,000 seconds.
So, as we move further into 2022, uncertainty and a combined desire for a better time will probably continue to be the driving factor for brands. Planning campaigns that captivate and measure against ‘attention’ is something that advertisers should do, and any strategy that will help increase effectiveness and help ensure ads are remembered will be welcomed by the industry.
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