Tag: attention
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đź‘€ Eye See What You Did There: Dentsu Bakes Eye-Tracking Into Retail Media Planning
Dentsu is betting that where shoppers look matters just as much as what they buy. In what it’s calling a “world’s first,” the agency network has integrated real-world eye-tracking data into its global media planning system. Partnering with Co-op Media Network and Lumen Research, the system pulls in attention data from surveys done at UK…
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CTV Viewers Pay More Attention to Streaming Ads Than Linear TV Ads
LG Ads commissioned a study conducted by TVision to better understand performance and implications of CTV ads vs. linear TV ads. Taken with appropriate grains of salt given the source, the results to appear to validate the buzz and growing investment around CTV ads. Overall, CTV content has a +13% higher attention index and a…
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Audio outperforms video for attention and brand recall
In the face of increased privacy protections on platforms like iOS, cookie deprecation, and more restrictive privacy regulations, many agencies and brands are turning toward alternative measurement KPIs such as attention. Dentsu, who have been an early champion of attention, recently partnered with Lumen Research and a handful of premium publishers / adtech providers (Amazon…
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Attention-Based PMPs Help Mars And Nespresso Be More Seen And More Green
Is there a correlation between high attention scores, low emissions scores and business outcomes? Brands, including Mars and Nestle-owned Nespresso, are testing technologies to find out, including two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide that were announced last week. Using attention metrics as a proxy targeting signal for reducing emissions…
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May the Best Attention Metric Win
Olivia Morley at AdWeek has written a balanced overview of the state of attention measurement … “Why do we have standards in a lot of other parts of our media ecosystem, but in this place it’s acceptable not to have standards?” Doug Rozen, CEO of Dentsu Media Americas, wondered. For the past five years, Rozen’s…