As ad spend continues to grow and CTV is poised to have the greatest growth, advertisers and brands are searching for ways to grab consumers’ attention in an increasingly competitive landscape.
But what drives attention in advertising? How are media buyers thinking about attention and how do they approach it in advertising? In this new research report, produced with ExchangeWire, we take a closer look at attention in advertising.
You can find the full report at the end of this post, keep reading for a summary of the report.
Attention in Advertising
Between increased competition, more content to consume and general daily distractions, a consumer’s attention is scattered everywhere. Yet 66% of media buyers in the UK consider attention as a KPI in their media strategies. The reason why, is the relationship between attention and ROI is relatively clear in the UK market, with nearly 75% of media buyers stating they are willing to pay a premium for ads that improve attention towards their ads.
So how can media buyers improve attention in advertising? Although a wide range of factors are at play when consumers are exposed to advertising, ad formats had the greatest impact at nearly 25% of the total factors. So what can media buyers do to improve the attention towards their CTV, video and display ads?
We tested a range of Sharethrough’s Creative Ad Enhancements, specifically designed with how consumers interact with content to improve attention, against the original, control creative to compare performance. Here’s what we found.
Sharethrough Ad Enhancement Testing
Based on our previous research study that revealed a majority of consumers keep their devices on mute, we developed Sharethrough’s Dynamic Captions, a video ad enhancement that automatically adds human-verified subtitles in the headline space. The last time we tested Dynamic Captions, consumers were able to comprehend the ad on par with editorial content. In our research study with ExchangeWire, we found that Sharethrough’s Dynamic Captions were able to capture attention up to 80% more than the control creatives.
.webp)
You can find the full results in the Attention in Advertising research report.
We’ve seen the success QR Codes on TV commercials, but how do our CTV ad enhancements stack up against the control creatives? If CTV is to be the largest market for advertising, then it’s important for advertisers to capture consumers’ attention. With the help of ExchangeWire, we tested Sharethrough’s Sports Ticker compared to the control creative and discovered that attention improved by up to 45%.
Attention as a Competitive Advantage
Learn more about how you can use attention as a competitive advantage in our new Attention in Advertising research report produced with ExchangeWire.
As ad spend continues to grow and CTV is poised to have the greatest growth, advertisers and brands are searching for ways to grab consumers’ attention in an increasingly competitive landscape.
But what drives attention in advertising? How are media buyers thinking about attention and how do they approach it in advertising? In this new research report, produced with ExchangeWire, we take a closer look at attention in advertising.
You can find the full report at the end of this post, keep reading for a summary of the report.
Attention in Advertising
Between increased competition, more content to consume and general daily distractions, a consumer’s attention is scattered everywhere. Yet 66% of media buyers in the UK consider attention as a KPI in their media strategies. The reason why, is the relationship between attention and ROI is relatively clear in the UK market, with nearly 75% of media buyers stating they are willing to pay a premium for ads that improve attention towards their ads.
So how can media buyers improve attention in advertising? Although a wide range of factors are at play when consumers are exposed to advertising, ad formats had the greatest impact at nearly 25% of the total factors. So what can media buyers do to improve the attention towards their CTV, video and display ads?
We tested a range of Sharethrough’s Creative Ad Enhancements, specifically designed with how consumers interact with content to improve attention, against the original, control creative to compare performance. Here’s what we found.
Sharethrough Ad Enhancement Testing
Based on our previous research study that revealed a majority of consumers keep their devices on mute, we developed Sharethrough’s Dynamic Captions, a video ad enhancement that automatically adds human-verified subtitles in the headline space. The last time we tested Dynamic Captions, consumers were able to comprehend the ad on par with editorial content. In our research study with ExchangeWire, we found that Sharethrough’s Dynamic Captions were able to capture attention up to 80% more than the control creatives.
You can find the full results in the Attention in Advertising research report.
We’ve seen the success QR Codes on TV commercials, but how do our CTV ad enhancements stack up against the control creatives? If CTV is to be the largest market for advertising, then it’s important for advertisers to capture consumers’ attention. With the help of ExchangeWire, we tested Sharethrough’s Sports Ticker compared to the control creative and discovered that attention improved by up to 45%.
Attention as a Competitive Advantage
Learn more about how you can use attention as a competitive advantage in our new Attention in Advertising research report produced with ExchangeWire.
Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.
As ad spend continues to grow and CTV is poised to have the greatest growth, advertisers and brands are searching for ways to grab consumers’ attention in an increasingly competitive landscape.
But what drives attention in advertising? How are media buyers thinking about attention and how do they approach it in advertising? In this new research report, produced with ExchangeWire, we take a closer look at attention in advertising.
You can find the full report at the end of this post, keep reading for a summary of the report.
Attention in Advertising
Between increased competition, more content to consume and general daily distractions, a consumer’s attention is scattered everywhere. Yet 66% of media buyers in the UK consider attention as a KPI in their media strategies. The reason why, is the relationship between attention and ROI is relatively clear in the UK market, with nearly 75% of media buyers stating they are willing to pay a premium for ads that improve attention towards their ads.
So how can media buyers improve attention in advertising? Although a wide range of factors are at play when consumers are exposed to advertising, ad formats had the greatest impact at nearly 25% of the total factors. So what can media buyers do to improve the attention towards their CTV, video and display ads?
We tested a range of Sharethrough’s Creative Ad Enhancements, specifically designed with how consumers interact with content to improve attention, against the original, control creative to compare performance. Here’s what we found.
Sharethrough Ad Enhancement Testing
Based on our previous research study that revealed a majority of consumers keep their devices on mute, we developed Sharethrough’s Dynamic Captions, a video ad enhancement that automatically adds human-verified subtitles in the headline space. The last time we tested Dynamic Captions, consumers were able to comprehend the ad on par with editorial content. In our research study with ExchangeWire, we found that Sharethrough’s Dynamic Captions were able to capture attention up to 80% more than the control creatives.
You can find the full results in the Attention in Advertising research report.
We’ve seen the success QR Codes on TV commercials, but how do our CTV ad enhancements stack up against the control creatives? If CTV is to be the largest market for advertising, then it’s important for advertisers to capture consumers’ attention. With the help of ExchangeWire, we tested Sharethrough’s Sports Ticker compared to the control creative and discovered that attention improved by up to 45%.
Attention as a Competitive Advantage
Learn more about how you can use attention as a competitive advantage in our new Attention in Advertising research report produced with ExchangeWire.
Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.
Stay Up-to-Date—
Subscribe to our newsletter and receive cutting-edge digital advertising insights, including our weekly Behind Headlines episodes, delivered right to your inbox.
.png)
