Lumen Research and TVision’s latest report found the traditional festive formula is no longer effective in grabbing attention and advised brands to lean into unique iconography and music.
More Attention articles
TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands.
VCCP Media’s chief strategy officer joins host Jack Benjamin to discuss research into how distinctive brand assets are key for maximising attentive impressions.
An audit of Adelaide’s attention metrics conducted by MediaSense found its methodology is outcome-driven, transparent, reproducable and independently verifiable. AU scores were correlated with improved ad performance.
We ban smartphones from our kids, but design media plans that depend on them. If mobile screen time has now overtaken TV, isn’t it finally time to do something about this contradiction?
| Maria Iu
Ocean and Lumen’s research also found that this format delivers higher brand recall than online video.
New research on a consumer segment, which the company has dubbed “Gen Uber”, looks at digital behaviours, purchase preferences and advertising engagement.
A recent survey conducted by Adwanted Connected and YouGov showed that ensuring ad relevance for podcasts is more attention-grabbing than tailoring ads to the environment, timing or activity of the listener.
When done properly, with better metrics and a focus on real outcomes, principal-based trading can align agency and advertiser interests and deliver superior results.
| Maria Iu
However, this is only the case if distinctive brand assets are used, according to a new study from VCCP Media and Amplified which examined creative and media’s combined impact.