Do I have Your Attention? · Dwell Time on editorial content on double page spread featuring ad (seconds) Editorial engagement drives engagement with advertising Attention Creative
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Andrew Green Global Head of Audience Solutions, Ipsos and Mike Follett Managing Director at Lumen
Gloand
Ma
2
3
TTrust Love Involvement
Loyalty Attention
Enjoyment
Commitment
Passion
Absorption Inspiration
4
48 31 20 12
Common metrics: number of countries
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6
Ask people Wire them up
Surveys Biometrics
Track online actions
Digital Tracking Facial Coding
Methods
Watch their faces
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OR…
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9
Today’s technology
Glasses Screen-based Webcams
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• DB
Is it scalable?
0
Today Lumen has conducted field research with 18,000 participants in the UK since Sep-13 Online panel of 500 in UK since Jan-16
Tomorrow Eye trackers become ubiquitous - immersive gaming driving adoption
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• DB
Visual attention as a tradable Engagement metric
1
1. Measure what matters
Trading engagement
2. Prove publishers’ contribution
3. Differentiate
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Just because people CAN see an ad…
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…doesn’t mean that they WILL see an ad
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OTS = 100% S = 74% Viewable time = 34.9 sec Dwell time = 2.1 sec
OTS = 100% S = 79% Viewable time = 34.9 sec Dwell time = 1.7 sec
…doesn’t mean that they WILL see an ad
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How people actually read the paper – and the ads!
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Big differences in attention to advertising between media
Digital display Press
% viewable ads seen 18% 76%
Average dwell time 1.2” 2.2”
% viewable ads seen for > 1s 5% 41%
18% viewed av. 0.9 sec
12% viewed av. 0.4 sec
0%
20%
40%
60%
80%
100%
0 1 2 3 4 5% v
iew
able
ads
seen
for a
t lea
st
Dwell time (s)
Press
Digital display
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Attention varies by media
0,0
1,0
2,0
3,0
0%
20%
40%
60%
80%
100%
Press OOH Mobile Video ad on banner
Dwel
l tim
e (s
ec)
% v
iew
ing
Avg. dwell time %viewable ads seen
Banner
18
Attention varies by format within media
0,0
1,0
2,0
3,0
0%
20%
40%
60%
80%
100%
FP
25X4
17x7
10x7
20x3
12
pape
r
12
digi
tal
2 di
gita
l
2 pa
per
300x
600
300x
250
320x
50
320x
100
160x
600
970x
250
300x
600
728x
90
300x
250
Press OOH Mobile Video ad on banner
Dwel
l tim
e (s
ec)
% v
iew
ing
Avg. dwell time %viewable ads seen
Banner
19
Attention drives recall
Prompted recall question: Which of the following companies do you remember from the newspaper you just read? Based on 23,000 print observations and 18,000 digital observations
• Even low levels of attention have impact • Salience builds in a just a
few seconds of attention
• Print is more efficient
than digital
7% 10%
20%
28% 33% 35%
8% 12%
16% 18% 17% 22%
0%
10%
20%
30%
40%
Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s
Prom
pted
reca
ll
Dwell time on advertising
Press Digital display
20
Prove publishers’ contribution
1,1
1,7 1,9 2,0
2,2 2,3
3,1
0
1
2
3
4
0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60 60+Ad
Eng
agem
ent
Aver
age
Dwell
tim
e on
ad (s
econ
ds)
Editorial Engagement Dwell Time on editorial content on double page spread featuring ad (seconds)
Editorial engagement drives engagement with advertising
Attention
Creative
Category
Editorial
Format
Audience
Title
Right hand page
Seasonality
Attention drivers
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Differentiate: Attention varies by title
174 192 231
275
24 16
39
23
0
50
100
150
200
250
300
350
Title A Title B Title C Title D
Aver
age d
well t
ime i
n fir
st 20
pag
es (s
econ
ds)
Different titles engage readers with editorial and advertising differently
Editorial Ads
All with nationally representative samples, rather than readership
• Different titles engage readers in different ways • Editorial, formats, page
positions all influence ad attention
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Differentiate: Attention varies by audience
Men Women
Standout % who view area
Engagement Av dwell time of those that
view
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Why should you care?
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25 252525525555
GREATER PRECISION IN REACHING MY TARGET
The only way to reach young
people…
FASTER…
More
efficient
IIT’S THE FUTURE… NOBODY WATCHES TELEVISION OR READS NEWSPAPERS ANYMORE…
More accurate measurement of ROI
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Delivering Advertising Effectiveness
DELIVERING A MESSAGE TO THE
TARGET AUDIENCE
BRAND
TARGET CONSUMER SEES/HEARS THE
MESSAGE
ADVERTISING EFFECTIVENESS
INSIGHTS MEDIA
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SOURCE: BARB, 2007-2017, INDIVIDUALS. TV SET VIEWING WITHIN 7 DAYS OF BROADCAST. *IPSOS TECH TRACKER Q4 2017
• Digital advertising is seen by far fewer people than the ‘audience’ numbers suggest • Even when looked at, it is rarely more than a passing glance • Nobody will remember what they don’t see and few recall
the hundreds of digital messages bombarding them • The digital ecosystem is plagued by fraud, inappropriate
content, measurement limitations and poor targeting • A substantial number of people have installed ad blockers
and so do not receive most digital advertising
The case against digital…
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• A trusted editorial environment
• Reader attention and engagement
• The non-millennial consumer
• Reaching potential new consumers, as well as recent customers