Planning Attention. Evan Russell Global Commercial Director Inskin Media (UK) Niki Brown Digital Marketing Manager Woolworths Group

Transcription

1 Planning Attention Evan Russell Global Commercial Director Inskin Media (UK) Niki Brown Digital Marketing Manager Woolworths #MeasureUp

2 Planning for Attention How to maximise attention for digital brand advertising campaigns

3 A brand s mental availability refers to the probability that a buyer will notice, recognize and/or think of a brand in buying situations. It depends on the quality and quantity of memory structures related to the brand Professor Byron Sharp

4 Increasing mental availability through Creating distinctive assets Consistency in assets and messaging Continuously reaching potential buyers Refresh brand linked memories Getting your brand noticed

5 What we mean by attention Attention = Visual Interactions Conscious deployment of cognitive resource, directed towards a specific stimulus Measured via eye tracking technology

6 Why do we care so much about attention?

7 Research has proven the impact of attention on brand metrics Relationship between Visual Engagement Time and Recall Relationship between Visual Engagement Frequency and Recall 80% 75% 70 70% 60 60% 50% 40% 30% 20% 17% 22% 35% 30% 50% 41% 52% 50% Recall in % of Respondents % 8% 10 0% Not seen 0" to 1" 1" to 2" 2" to 5" to 5 6+ Visual Engagement Time on brand Visual Engagement Frequency in # of gaze visits Spontaneous Prompted Source (Time): Amplify Project, Inskin Media and Lumen Research, September 2018 Source (Frequency): From Viewability to Visual Engagement, Inskin, Sticky, Research Now SSI, September 2016

8 Dan Murphy s: Heat maps indicate high visual attention volume Top half of page (on-load) Bottom half of page (on-scroll)

9 Dan Murphy s: Analysis quantifies attention paid to assets % of viewable seen Av dwell time of viewers (s) Headline 50% 1.7 Products (saw at least one) 47% 0.6 Logos (saw at least one) 60% 0.8 CTAs 17% 0.2 Source: 30 full width page skin impressions (Dan Murphy s)

10 Dan Murphy s: Eye tracking statistics show strong performance Dan Murphy s creative significantly outperforms industry benchmarks 100% 90% 80% 70% 60% 50% +69% % 30% 20% 10% +280% % 0% % viewable % seen (of those viewable) 0 Attention per 1000 impressions (in min) Top 5 Banner Formats Dan Murphy's Pageskin Top 5 Banner Formats Dan Murphy's Pageskin Source: 30 full width page skin impressions (Dan Murphy s); 134,888 standard banner format impressions on Lumen panel

11 Dan Murphy s: Visual interaction with brand logo drives memory 60% Prompted Brand Recall 50% 40% 30% 20% 10% 0% Standard Digital Display Press Dan Murphy's Pageskin Source: Dan Murphy s Spontaneous and Prompted Brand Recall (n) = 139, Press Prompted Brand Recall (n) = 141,844, Digital Display Prompted Brand Recall (n) = 4096

12 Does it stop there? Research Hypothesis Is a user more likely to look at a standard display ad after having seen a high-impact ad?

13 How we did it: Webcam-based eye tracking technology Powered by Respondents Shown websites After Day 2, answer Data uploaded to Data analysis download software to (including Pageskins questionnaires to assess the cloud and eye conducted by their computers, or related MPUs/BB) recall, perception and tracking software Lumen experts turning their webcams while having their response deleted from their into eye tracking eye tracked machine cameras

14 Research design in a nutshell (simplified) 1 st Exposure 2 nd Exposure Scenario A (High-impact on MPU) Scenario B (High-impact on Billboard) vs. vs. Attention paid to the MPUs in the 2 nd exposure is measured and compared across scenarios, in order to quantify the amplification effect of the ad in the 1 st exposure Scenario C (MPU on MPU) Visualisation shows an example for an exposure logic setup used for this project. All exposure scenarios refer to the same brand campaign.

15 High-impact ads attract significant amounts of attention Attention per 000 Impressions Visual engagement time in minutes Visual Engagement time in minutes per 000 imps Min Standard Display* 38.8 Min High-impact Ad** Factors influencing effective attention: Viewability Rate Visual Engagement Rate Visual Engagement Time *Based on Lumen IR panel benchmarks **Based on 9 different creatives, eye tracking sample n=1,245 **Sources: Amplify Project, Inskin Media and Lumen Research (September 2018); Lumen Project, Inskin Media and Lumen Research (December 2017)

16 MPUs shown after a high-impact format are more likely to be looked at % of viewable impressions seen looked at for longer Visual engagement time in seconds more likely to have an impact % of ads achieving 1 sec. visual engagement time 40% 35% 30% 25% % +39% +140% % 10% 0.6 8% % 0.4 6% 15% 10% 5% % 2% 0% MPU MPU amplified by high-impact ad 0.0 MPU MPU amplified by high-impact ad 0% MPU MPU amplified by high-impact ad Source: Amplify Project, Inskin Media and Lumen Research (2018) Amplification effects refer to consecutive ad exposures within the same browsing session Statistically significant at 90% confidence level Statistically significant at 95% confidence level

17 Amplification effects also occur for other standard display ads 90% Visual Engagement Curve Impact of high-impact ad amplification on Billboard attention % of viewable impressions seen for at least 80% 70% 60% 50% 40% 30% 20% 10% No Pageskin (control) 1x Pageskin 2x Pageskin 0% Visual Engagement Time (sec) Source: Amplify Project, Inskin Media and Lumen Research (2018) No Pageskin (control) refers to the first (amplifying) exposure being a Billboard

18 Effects vary in line with creative similarity between formats Why do amplification effects vary by campaign? Indexed dwell time on MPUs (amplified vs. non-amplified) Campaign A High Perceived similarity in creative execution between formats Campaign B Campaign C Low Perceived similarity in creative execution between formats Indexed against Control Amplified Control

19 Regression modelling predicts amplification effects and decay 2.50 Expected amplification effect of Pageskin on MPU attention over time Modelled data based on Amplify Project observations Expected Visual Engagement Time on MPU (sec) Model captures retention rate of amplification at around 75% per day Visual Engagement Time on Pageskin Plus (sec) Days since Pageskin exposure Source: Amplify Project, Inskin Media and Lumen Research (September 2018) Note: Effect of Pageskins applied to MPU norm from Lumen IR panel (1 sec of attention on average)

20 Key Takeaways Attention is a scarce commodity, we need to work hard to get our brands noticed Beyond media factors, creative optimisation plays a key part in maximising attention Visual attention matters because it drives brand metrics and sales Amplification effects can help lift standard ads effectiveness