“We’ve seen significant progress in the prominence of attention since this relatively nascent discipline was first introduced five years ago,” Shared Jon Waite, Global Managing Director of Mx, Havas Media Network London. “However, while there has been an abundance of scholarship in this area, adoption into media planning and buying has lagged. Our new study with Lumen Research and Brand Metrics bridges this gap, providing actionable insights into the specific attention required to achieve brand metrics, allowing us to implement attention into planning and activation tools like never before.”
While previous research has established a strong link between attention and metrics such as click-through and conversion rate, more nuanced campaign goals such as brand awareness or intent to purchase cannot be determined by these performance metrics alone. Most brand lift studies are not suitable for integration with attention data due to their lack of impression-level viewability and consistency.
“Brand Metrics was delighted to provide our brand lift research to this pioneering study of attention and brand metrics,” shared Anders Lithner, CEO, Brand Metrics. “By integrating brand questionnaires directly into publishers, we are able to mirror the different stages of the brand funnel and provide the survey consistency and impression-level viewability data necessary to understand the relationship between predicted attention and brand metrics at scale.”
This initial study is focused on combining Brand Metrics’ studies with Lumen Research’s predictive attention model to visualize the key relationship between attention and outcomes, but this rich data set has further applicability in more advanced multivariate modeling.
“Establishing this link between attention and brand metrics is only the beginning in making attention a core component of planning and buying,” shared Mike Follett, CEO, Lumen Research. “By analyzing the best performing campaigns, we will be able to provide category-level analysis that will determine the tailored approach to attention best suited to individual brands and their objectives, providing the depth of insight to integrate attention into core media planning tools.”
