By Katie Secret, EVP – Global Marketing at Outbrain
Amid the evolving advertising landscape, one thing remains constant: the need to capture and harness consumer attention. In an era where consumer preferences are more fluid than ever, and shorter attention spans are driving microtrends, video has emerged as the cornerstone of engagement and brand messaging.
Video’s impact is undeniable, and it continues to hold sway over today’s audiences. With 76% of marketing leaders agreeing it’s more effective than any other media for hitting their goals, video offers brands a unique opportunity to drive engagement on the open internet. But how do we seize this opportunity to drive measurable business results?
Quantifying Attention on the Open Internet
Strong brands do not just rent market share—they build equity. Achieving this requires strategic investment in channels that connect with audiences and drive sustained attention. The open internet offers a unique opportunity for brands to reach consumers during key moments of consideration.
67% of marketing leaders agree that the open internet is home to audiences with high purchasing power, education, and affluence. It’s where people come to research products, learn new things, and consider purchases. These consumers are in an active mindset – exploring and contemplating. The open internet is the critical missing piece in many brand media plans, reaching audiences at the critical juncture between consideration and purchase.
The Power of Video in Consumer Discovery
Consumer consumption habits have shifted dramatically in recent years, and the preference for video is clearer than ever. Today, 82% of internet users prioritize video content in their media consumption. With digital video projected to comprise over 52% of total screen time, according to eMarketer, the importance of resonating with video-first audiences cannot be overstated.
As we look to the future, we know that modern audiences expect more than classic video advertisements. Brands and platforms must think about how they can present visual-first modes of exploration and touchpoints for consumers, and those that align their marketing efforts with these trends will position themselves at a critical point in the customer journey.
Bridging the Gap Between Time Spent and Ad Investment
There remains a significant gap between where consumers spend their time and where advertisers are investing their budgets. As of 2023, consumers spend 59% of their time on the open internet, versus 41% in walled gardens, but advertisers spend just 48% of their budgets on the open internet, versus 52% in the walled gardens. This disparity underscores the need to rethink our approach to strategic ad investment.
Traditionally, many advertisers have focused on last-click attribution, undervaluing the role of the consideration phase. To close this gap, it’s time to shift our focus toward capturing attention earlier in the journey, where real value is created. Intentional spaces, like the open internet, where consumers are actively engaged in the consideration phase, generate more value for brands. Unlike social media, where users often scroll aimlessly, the open internet fosters a more deliberate search for information. This shift in focus is crucial, as 37% of consumers can easily recall brands after viewing ads in online news and magazines, compared to just 25% on social media.
Attention Starts with Placement but Thrives with Creativity
When it comes to advertising, placement is key. Where you position your content on the page – whether it’s determined by device type, player size, or ad competition – matters. High-attention placements are pivotal in ensuring your message stands out.
However, once you’ve captured attention, sustaining it is where the magic happens. This is where creativity becomes the differentiator. Memorable campaigns employ the power of engaging narratives, immersive visuals, and emotionally resonant stories. These elements will not only capture attention but create lasting brand impact.
Redefining Brand Safety and Media Quality
Over the past few years, concerns around brand safety have led many advertisers to steer clear of premium news content. This overly-cautious approach has kept brands from fully capitalizing on high-value audiences, many of whom are more engaged and operating with an all-important discovery mindset. But as our understanding of brand safety evolves, so does the opportunity to engage with these audiences.
New approaches to brand safety – fueled by attention metrics, such as Adelaide’s AU, allow us to measure campaigns more holistically and focus on media quality. As relying on traditional identity-driven metrics becomes an increasingly unstable strategy, attention will become the new standard for assessing marketing effectiveness. By embracing this shift, advertisers can ensure their investments are truly reaching high-quality audiences.
Practical Steps for Advertisers
As we move forward, it’s essential that we, as marketers, embrace attention and the opportunities presented by the open internet. These metrics will allow us to uncover untapped audience moments and capitalize on high-attention environments that drive better brand outcomes.
This is our moment to test, learn, and refine. Waiting for standardized metrics shouldn’t hold us back. Instead, let’s be pioneers, experimenting with newer attention-focused strategies to prove their value and stay ahead of the competition.
In the attention economy, the brands that can not only capture but sustain consumer engagement will be the ones that succeed. Now is the time to lean into the open internet, harness the power of video, and rethink how we define and measure success in this evolving landscape.
