Around three quarters of German digital marketing experts report significant improvements in ROAS, purchase intent and brand popularity through attention measurement and optimization.
The advertising situation, visibility and interaction are moving into the marketing focus as central categories.
The preference is to measure and optimize consumer attention in social media, mobile environments and influencers.
The success factor of attention prevails: Around three quarters of digital marketing experts in Germany boost their central campaign KPIs such as return on advertising spend (ROAS – 80 percent), purchase intent (73 percent) and brand popularity (72 percent ) already offers targeted strategies for measuring and optimizing attention. This is the result of the current study “The Attention Payoff”, which was carried out by the market research company YouGov on behalf of Integral Ad Science (Nasdaq: IAS), a leading global platform for media measurement and optimization. The marketers surveyed in Germany focus on the attention measurement in particular on the situation (83 percent), including important metrics such as ad size (36 percent) and advertising density (28 percent), visibility (81 percent) including advertising frequency (41 percent). ) and time-in-view (35 percent) as well as interaction (75 percent) including eye tracking (38 percent) and the time spent on the active page (34 percent). Some of the formats preferred by media experts for measuring and optimizing attention are in the areas of social media (62 percent), mobile apps (47 percent), influencers (41 percent) and gaming (32 percent).
Targeted attention strategies for more media quality and performance
Overall, 84 percent of digital marketing experts see it as important to implement an effective attention strategy in their company with a view to their advertising success. The primary goal of their attention strategies is to improve media quality and performance (81 percent), sales opportunities (66 percent), online traffic (48 percent) and branding (43 percent). To measure attention, ad buyers primarily rely on third-party providers (43 percent) or proxy solutions (47 percent). However, more than every second company (57 percent) that does not yet have an attention strategy in place feels that they are not adequately prepared to implement attention measurement and optimization in their digital marketing in the next 12 months. The main reasons they cite are a lack of know-how (53 percent) and insufficient resources (70 percent).
“Brands need to understand who is paying attention to their ads and to what extent. This is crucial for optimizing campaigns to increase engagement and ultimately achieve better results,” said Patrick Stoltze, Country Manager, CEE at IAS. “One thing is clear: consumers’ advertising attention cannot be measured by clicks or impressions alone. Rather, the focus of modern attention measurement is on the central attention categories of situation, visibility and interaction, which in combination are also the focus of our research-supported attention model. Leveraging these signals with IAS’s scoring system provides marketers with tons of actionable attention insights and opens up new opportunities for them to continually improve their campaigns.”
The full “The Attention Payoff” study from Integral Ad Science (IAS) can be downloaded here:
2023-10-05 07:47:43
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