Singapore, 28 June 2024 – Playground xyz, a pioneer in attention measurement and optimization (part of GumGum), has unveiled the results of a groundbreaking study using its newly developed Optimal Attention framework, showcasing its substantial impact on real-world brand outcomes.
Building upon the foundational metric of Attention Time, which measures the duration an ad is directly observed, the Optimal Attention framework defines the minimal target Attention Time required to sustain significant brand outcomes. This framework aims to dissect how attention dynamics vary across digital ad campaigns, factoring in brand market position, creative execution, and targeted brand outcomes.
Conducted by Lead Scientist Dr. Shannon Bosshard and Chief Scientist Dr. John Hawkins, the study analyzed behavioral eye-tracking data from 20,000 participants exposed to 55 video ads on Instagram, Facebook, TikTok, and YouTube. Complementing this, a neuroscience analysis of 1,800 ads was performed to understand attention’s impact at both conscious and subconscious levels.
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Key Insights from the Study:
1. Rapid Impact of Attention on Brand Outcomes: The study reveals that attention significantly influences upper and mid-funnel outcomes, such as consumer awareness, recall, and consideration. Remarkably, most outcomes see a notable lift before 10% of an ad’s duration has elapsed.
2. Varying Optimal Attention for Different Outcomes: On average, 1.4 seconds of attention is necessary to achieve a 10% lift in brand awareness, whereas mid-funnel outcomes require more time: 1.6 seconds for consideration and 3.9 seconds for prompted recall. The level of lift also varies per outcome, emphasizing the need for tailored attention thresholds based on campaign goals.
3. Creative Execution as a Primary Driver: The study underscores that creative execution, rather than the platform, is the dominant factor influencing Optimal Attention. In 94% of ads analyzed, the attention thresholds varied significantly with different creative executions, indicating that strong creative content is crucial for driving brand outcomes.
4. Neuroscience Validates Creative Impact: Neuroimaging data from over 150 lab sessions support the pivotal role of creative content in memory encoding, which directly affects key marketing goals such as brand loyalty and sales.
5. Influence of Brand Size: Larger brands with over 75% baseline awareness are 1.5 times more likely to achieve lift with an Optimal Attention threshold below 2 seconds and nearly twice as likely with a threshold below 1 second. This advantage is attributed to pre-existing brand recognition and distinctive assets, which require less attention to evoke consumer responses.
“Our new dataset is the best evidence we have, to date, that explicitly shows that different brand outcomes and creative executions ‘convert’ attention differently,” explains Rob Hall. “Brands can be empowered to craft more impactful campaigns by understanding how exactly attention affects customers at different stages of the marketing funnel. This, along with greater investment in strong creative development, can powerfully influence specific consumer behaviors, and help amplify measurable results.”
For further details on Playground xyz’s study, contact info@playgroundxyz.com.
About Playground xyz
Playground xyz is dedicated to mastering the art and science of maximizing consumer attention. The company’s Attention Intelligence Platform integrates visual attention measurement, analytics, and media optimization, powering products designed to enhance Attention Time for brands. Headquartered in Australia, Playground xyz operates in Singapore, the United Kingdom, and the United States. Acquired by GumGum in December 2021, Playground xyz continues to lead in attention optimization.
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