Daily Clip - What Really Drives Attention: Inventory, Creative, Audiences, Audio

Dailymotion Advertising

il y a 4 jours

Nikhil Jain shares the biggest takeaways from our multi‑year attention study with Lumen Research:
· Quality inventory is a primary driver of attentive time and outcomes
· Creative matters: enriched/interactive formats boost recall and consideration without longer exposure
· Audience strategy counts: younger viewers need faster takeout; tailor KPIs and storytelling by age
· Audio lifts attention and brand association; plan for sound‑on where context fits
· Treat attention as a strategy, not just a media KPI

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00:00Lumen et Dailymotion ont été travaillé ensemble pour les trois dernières années

00:04à travers les marchés et les industries pour conduire l'eye-tracking test.

00:09Il y a des résultats de l'ensemble des tests que nous avons fait,

00:13plus de 4,500 tests ont été faits sur les gens qui ont été exposés

00:19à la réalité d'internet scénarie, sur les advertisements

00:22qui ont été effectués par Dailymotion.

00:26What we tried to analyse were various factors including the creatives,

00:30the ad formats, the types of inventories,

00:33as well as the different audiences that were exposed to these ad copies.

00:37The goal of this study was to give clarity and scale to answer the question

00:42what actually drives attention when it comes to video advertising

00:46and how can actually buyers and media planners capitalize on these interests.

00:53There were quite a few learnings, however, if I go from in the order of like the most relevant

00:58ones, one of the first things that we learnt is the quality of inventory is one of the

01:03most primary drivers of attention and therefore of outcomes that are being drawn by the brand.

01:09However, we also know that we cannot always change the quality of inventory.

01:14This being said and that is where the role of creative actually becomes important on whether

01:19we can optimize the video ads that are actually being delivered on the same type of inventory

01:26in order to create more impact.

01:28And this is where Dailymotion has been successful, Dailymotion has been driving 30 percent more

01:34attentive seconds when it comes to in stream competitors, driving at least four times more

01:40impact when it comes to out stream and even social media in feed ads and that actually calls

01:46for this deep analysis.

01:49What we learnt is also the impact of creatives meaning enriched ad formats or interactive ad

01:54formats even though they have the same duration of seconds of attention, they can actually create

02:00twice the amount of impact when it comes to recall and consideration thus maximizing the efficiency

02:07for planners and buyers.

02:09The other thing that we can never ignore with video ads is the impact of audiences and this

02:14is what we observed.

02:16We observed that younger audiences are paying lesser duration of attention to ads, but that

02:22is increasing their consideration even more than other audiences.

02:26And this is where audience planning, but thinking of newer and older audiences, implementing them

02:32in their attention spans is what is going to create more value for advertisers and planners.

02:38Lastly, the impact of additional elements such as the presence of audio inside the videos actually

02:46drives more attention.

02:47And these are the criteria that planners need to consider when making their campaigns.

02:53I think the three major learnings that we can take away as people working in advertising

02:58or in media planning is always start with the audiences, understand what influences their attention, how it is linked

03:05to your brand, but then also use those learnings to drive your creative and messaging capabilities.

03:12I think the link between audience and messages is really important.

03:16The second thing is optimize on the creative formats itself.

03:21People are bored of watching video ads which come on the television everywhere on the internet

03:26and the fact that we can use digital to create immersive experiences can help us take these elements forward.

03:33And the last one is try to optimize on attention, but as a strategy rather than a blind media KPI

03:40because that way we can focus on outcomes and value that we are generating instead of just achieving a simple metric.

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