How do I use attention to improve campaign effectiveness?

Shows how to use attention to improve campaign effectiveness.
  • Attention is a proven driver of sales and market share, thanks to increased ad recall and memorisation, mental availability and brand choice.
  • Adjusting measures of cost, reach and SOV for attention adds further to planning media for effectiveness.
  • Understanding the attention potential of creative executions pre-airing can also help guide detailed in-market creative and media plans to maximize attention.
  • Human, “right brain”, highly emotional advertising tends to garner more attention; however, branding, demonstrations, graphic messages and shorter ads also have a role to play in capturing and retaining attention....

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Insights Team
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