Maximizing consumer engagement with care

Maximizing consumer engagement with care

Since the pandemic, consumers have become much more perceptive when it comes to their advertising spending. Super Bowl LVI national ads, for example, cost more than 40% of all the impressions of TV commercials on linear television in 2022. And as ‘nostalgia’ was the theme of the event, it successfully resonated and sparked joyful emotions, making it memorable and leaving a lasting impression.

We’ve seen the success of brands introducing the old with the twist. The show at halftime was a torrent of hip hop from the early zeros, while brands rushed to fix with the past. The return of Guy Jim Carey’s Cable alongside Verizon and GM brought Austin Powers back to life. It’s about taking the best things of the time and holding them.

While the Super Bowl LVI came and went, the nostalgia because the ’90s and early 2000s in which his advertising crept in are definitely there to stay. Whether it’s Sex and the City back on TV, back Szechuan sauce at McDonalds or the resurrection of fashion trends from the turn of the millennium, 2022 looks to the past for the needs of popular culture. This is not surprising given the events of the last two years, as audiences tired of Covid look back on better times. However, this means that brands must keep their messages authentic and emotional if they want to truly communicate with their consumers.

New metrics have evolved

Above all, there is an important indicator that will lead to change for advertisers. And that is Attention. Moving from visibility to planning, purchasing and measuring campaigns, to focusing on attention metrics as the main KPI.

Recent research conducted by Dentsu International and Teads in the economy of attention has clearly shown that attention is up to three times more effective in predicting consumer outcomes than visibility – which is why it is extremely important for advertisers to understand and tackle as quickly as possible.

Indeed, there has been an understanding for some time in the entire media industry that relying on visibility alone is no longer good enough to show how consumers react to content on a page, and we’ve been looking for a better way to measure that for a while. The reality is that some visibility drivers – such as format size or page position – can have a negative impact on attention levels. In the future, advertisers will have to give up visibility and buy, plan and campaign measures that focus on attention metrics as their main KPI.

Four key drivers of attention

Our research highlights four key drivers of attention that advertisers need to focus on in order to attract the attention of consumers.

1. Media quality

It may seem obvious, but visible time is one of the most important drivers of attention – the study supports this by demonstrating that both video and display ads have had quantitative benefits from quality and viewing time. This means that both publishers and advertisers can lead to high user engagement with quality content, resulting in slow scrolling speeds and high average viewing times (even longer than instream).

2. User selection

Of course, ads that are imposed on consumers attract more attention than ads that are easily ignored. However, when a consumer voluntarily chooses to view an ad, it results in a significant impact on the brand’s metric metrics, whether they viewed it for 2 or 20 seconds.

3. Creative

Although the importance of creativity for ad effectiveness has previously been well documented, within the Attention Economy framework, creativity has proven to be by far the biggest driver of attention work. The difference between good and bad creativity can affect memory by as much as 17%.

4. Relevance

Finally, building on previous research, our study has shown that placing ads in a relevant context for the reader gives an increase in the number of seconds of attention to 1000 of 13%

So, as we move forward in 2022, uncertainty and the collective longing for better times are likely to continue to be driving factors for brands. Planning campaigns that are captivating and measured against ‘attention’ is something that advertisers should be asked to do, and the industry will welcome all techniques that will help increase efficiency and ensure that ads are remembered.

Are you interested in the world’s leading brands personally discussing such topics? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.

Tags: Advertising, consumers, engagement

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