Daily Clip - Rethinking KPIs by Age: Faster Message Takeout vs. Total Attention - Vidéo Dailymotion

Dailymotion Advertising

Nikhil Jain explains why age matters in attention planning: · Younger audiences often spend less total time on ads but take the message faster—interactive formats lift consideration · KPIs should differ by age: completion rate isn’t always right for 18–34 · For older audiences, longer ads and stronger storytelling help sustain association and consideration  Connect with Us: · Website: https://www.dailymotion.com/advertising · LinkedIn: https://www.linkedin.com/showcase/dailymotionadvertising/  Subscribe to Dailymotion Advertising for more expert insights into the future of consumer behavior, media, and marketing strategy.

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00:00So, I think targeting plays one of the key roles when it comes to measuring attention,

00:05especially when we started looking at the results based on different age groups, something

00:10surprising was imminent and waiting for us.

00:12The first thing I think everyone is aware of this is younger audiences pay less attention

00:18to ads and therefore it was natural that their attentive seconds even to various ad formats

00:24was lower than the normal sample group or the overall sample group by less than 10%.

00:30However, one of the one of the positive things that we observed was that their brand consideration

00:37was specifically 30% higher on interactive ad formats or engaging ad formats meaning one

00:45of the takeaways that we could draw is younger audiences pay less attention to your ads.

00:50However, they grab the message quickly.

00:53They associate your brand with the message quickly and we as advertisers need to find smarter

00:58innovative ways of communicating these messages to them.

01:02On the contrary, we also need to focus on the KPIs and the metrics that we want to plan

01:08our campaigns upon meaning maybe completion rate is not the best KPI for each of the audiences

01:14or it's not an alert that we need to worry about when it comes to a younger demographic specific

01:20targeting.

01:21Secondly, we also need to find ways of engaging older audiences by probably using longer duration

01:28ads or using better storytelling in order to ensure message association and this consideration

01:34remains stable for these age groups as well.

Daily Clip - Rethinking KPIs by Age: Faster Message Takeout vs. Total Attention

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