From Adweek · Ashley R. Cummings · · 1m 10s
Marketers Have 9 Minutes to Earn Attention
Attention data reveals how ads actually impact viewers, not just screen time
In brief
Attention data reveals how ads actually impact viewers, not just screen time Marketers should prioritize ads that earn real attention over those that just play Originally reported by Adweek.
Quick answers
- What is attention data?
- TVision's CEO says viewers spend 213.5 minutes daily with TV and streaming, but only 9 minutes actually pay attention to ads.
- Why does attention matter?
- Each percentage-point increase in attention leads to nearly a 1% increase in ad awareness across 20 industries.
- What is the key takeaway from Marketers Have 9 Minutes to Earn Attention?
- Marketers should prioritize ads that earn real attention over those that just play
What is attention data?
TVision's CEO says viewers spend 213.5 minutes daily with TV and streaming, but only 9 minutes actually pay attention to ads.
“The average U.S. consumer spends 213.5 minutes a day, nearly four hours, with television and streaming video”
Why does attention matter?
Each percentage-point increase in attention leads to nearly a 1% increase in ad awareness across 20 industries.
“In one study, TVision looked at hundreds of campaigns across 20 different industries, and found each percentage-point increase in attention corresponded to nearly a 1% increase in ad awareness”
Context affects attention
The same ad gets more attention with sci-fi and sports content than news and reality shows.
“It's the same creative. It's just different context”
Football game example
Attention rose when the Detroit Lions and Buffalo Bills game became more competitive in the third quarter.
“Attention fell as the score widened, then rose when the game became more competitive in the third quarter”
Creative must earn attention
Nutrafol's campaign focused on the long process of hair health improvement across TV, social, and in-person channels.
“Finding that balance between variety and consistency, I think, is the magic in great creative”
Rocket's approach
Rocket uses test groups to measure if ad exposure increases clicks, site visits, and conversions.
“Rocket found, though, that some viewers remembered its Super Bowl ad without remembering which company made it”
Real-time adjustments
Marketers should cut low attention providers and reallocate budget to higher attention placements during campaigns.
“You cut low attention providers, and you reallocate your budget to the higher attention placements that are there”
Actionable insights
Attention data helps marketers understand where ads earn real audience engagement, not just screen time.
“Understanding the conditions that earn attention, and using those insights to refine creative, placements, and investment, can add important context to the way brands evaluate their media”
What to remember
Marketers should prioritize ads that earn real attention over those that just play
