{"id":2912,"date":"2022-05-11T12:33:02","date_gmt":"2022-05-11T16:33:02","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/05\/11\/the-art-of-in-feed-optimisation-as-part-of-the-attention-revolution\/"},"modified":"2022-05-11T12:33:02","modified_gmt":"2022-05-11T16:33:02","slug":"the-art-of-in-feed-optimisation-as-part-of-the-attention-revolution","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-art-of-in-feed-optimisation-as-part-of-the-attention-revolution\/2912\/","title":{"rendered":"The Art of in-Feed Optimisation as Part of the Attention Revolution"},"content":{"rendered":"

OMD Worldwide’s Managing Director of Product, Jean-Paul Edwards hails the importance of ‘Attention’ campaign optimisation and planning in advance of new in-feed insights from Twitter. <\/em><\/h1>\n

By Jean-Paul Edwards, Managing Director of Product, OMD Worldwide<\/em><\/p>\n\n\n\n\n\n

During Advertising Week Europe, OMD and Twitter will reveal the findings of extensive research into \u2018Attention\u2019 which have been tested in a controlled experiment with leaders in attention research, Amplified Intelligence. The tests ran across 16 test adverts covering five categories, across four different social media platforms in the UK, France, Canada and Mexico.<\/p>\n\n\n\n\n\n\n\n

The much-anticipated results will have been generated by almost 20,500 ad views and will lift the lid on in-feed attention behaviours such as the relationship between ad length and active attention seconds, the interplay between active and passion attention, plus how scrolling effects our memory response and mental availability.<\/p>\n\n\n\n\n\n\n\n

The gravitas of these impending insights stems from \u2018Attention\u2019s\u2019 meteoric rise up the hierarchy of media planning and buying strategy.<\/p>\n\n\n\n\n\n\n\n

Attention is increasingly understood as key to understanding ad effectiveness, especially against the triple-threat backdrop of cookie depreciation and consumer desire for privacy, the over-supply of content, plus the demands of digital transformation.<\/p>\n\n\n\n\n\n\n\n

In fact, we believe it\u2019s not an over-statement to say that \u2018Attention\u2019 is one of the most important assets of the 21st century. We give it, we pay it, we hold it and we ignite it. It\u2019s finite, it\u2019s incredibly valuable to us as brands and platforms, plus it\u2019s important to apply empathy and understanding to how consumers choose to assign it (either consciously or sub-consciously).<\/p>\n\n\n\n\n\n\n\n

The revolution in \u2018Attention\u2019 campaign optimisation and planning is an ongoing but necessary evolution away from reliance in \u2018Viewability\u2019 alone.<\/p>\n\n\n\n\n\n\n\n

The notion that an advert will be seen is indeed a construct of human attention but \u2018Attention\u2019 accounts for how and why a viewer responds to that ad. In other words, \u2018Viewability\u2019 is not enough – you can\u2019t \u2018game\u2019 the system.<\/p>\n\n\n\n\n\n\n\n

We need to track attention and remember that not all \u2018Attention\u2019 is the same. An ad can be viewable, with no attention paid while some ad placements with low \u2018Viewability\u2019 can score highly on certain \u2018Attention\u2019 metrics.<\/p>\n\n\n\n\n\n\n\n

According to research aggregated from more than 50 case studies by The Attention Council<\/a> (during a project looking at the link between attention and outcomes throughout the marketing funnel), \u2018Attention\u2019 outperformed \u2018Viewability\u2019 across upper funnel KPIs on desktop and mobile for a majority of media and technology brands and drove increased conversion rates for broadcast advertisers.<\/p>\n\n\n\n\n\n\n\n

Looking at upper funnel metrics, individuals exposed to attention-optimised media tracked increased familiarity levels and unique reach. Attention optimisations also proved up to 31% more cost-efficient.<\/p>\n\n\n\n\n\n\n\n

One of the technology brands in The Attention Council\u2019s study wanted to compare \u2018Attention\u2019 and \u2018Viewability\u2019 as optimisation techniques to drive brand lift.<\/p>\n\n\n\n\n\n\n\n

In an A\/B test, the Attention-optimised group tracked 6% higher familiarity levels and 20% higher unique reach which led to 12.8% higher average attention, proving 31% more cost-efficient than the group exposed to Viewability-optimised media.<\/p>\n\n\n\n\n\n\n\n

Moreover, work carried out by Amplified Intelligence, headed up by Professor Karen Nelson-Field shows that optimising on \u2018Attention\u2019 has a 6X greater likelihood of brand choice than optimising on \u2018Viewability\u2019.<\/p>\n\n\n\n\n\n\n\n

\u201cPut another way, the relationship between \u2018Viewability\u2019 and brand choice is no better than chance, the relationship between active attention and brand choice is significant,\u201d Nelson-Field says. \u201cAttention is the evolution of impression measurement. Viewability may serve to count the opportunity but attention measurement is linked directly to the business outcome.\u201d<\/p>\n\n\n\n\n\n\n\n

Over the last six years, OMD has developed a body of evidence to illustrate the business value of \u2018Attention\u2019 measurement and optimisation, so we were delighted to be recognised by Professor Nelson-Field as an \u2018early adopter\u2019 and to subsequently partner with Amplified Intelligence to establish an empirical link between \u2018Attention\u2019 and mental availability.<\/p>\n\n\n\n\n\n\n\n

Mental availability as a metric is the likelihood of a brand coming to mind when a purchase occasion arises. It is therefore a key driver of sales and future market-share growth.<\/p>\n\n\n\n\n\n\n\n

To scale the utilisation of our \u2018Attention\u2019 insights, we\u2019ve been working to incorporate these and other attention metrics into our planning tools.<\/p>\n\n\n\n\n\n\n\n

Clients are demanding them, due to the onset of what The Economist<\/em> is calling, an \u2018attention recession<\/a>\u2019, as brands fight for less available attention from more discerning consumers. So it\u2019s vital that we continue to dig deeper into the different nuances of mental availability and how \u2018Attention\u2019 works across different media channels.<\/p>\n\n\n\n\n\n\n\n

It\u2019s vital because it also moves us away from a maniacal focus on ROI plus CPMs and returns our focus back onto the consumer.<\/p>\n\n\n\n\n\n\n\n

The forthcoming Twitter research findings analyse in-feed ad attention behaviours across Facebook, Instagram, TikTok and of course Twitter. \u00a0Insights show that there\u2019s similarity across these platforms when it comes to short bursts of attention being the norm and driving outcomes but there are nuances too. You can\u2019t think of all social in the same way, because the way people use these platforms can vary, so designing for the environment in question and thinking about placement is key.<\/p>\n\n\n\n\n\n\n\n

With feed scrolling the new browsing, how we capture, benchmark and improve on \u2018Attention\u2019 optimisation as integral to the planning approach will have major ramifications for proven and consistent client value.<\/p>\n\n\n\n\n\n\n\n

We hope you\u2019ll join OMD and Twitter with Professor Karen Nelson-Field<\/a> as we discuss the findings at Advertising Week Europe: Creative Capital<\/em> on 18 May.<\/p>\n","protected":false},"excerpt":{"rendered":"

With feed scrolling the new browsing, how we capture, benchmark and improve on \u2018Attention\u2019 optimisation as integral to the planning approach will have major ramifications for proven and consistent client value.<\/p>\n","protected":false},"author":7,"featured_media":2913,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-2912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nThe Art of in-Feed Optimisation as Part of the Attention Revolution | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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