Nikhil Jain shares findings from our multi‑year eye‑tracking program with Lumen Research: · 4,500+ real‑world tests on Dailymotion campaigns to understand what drives outcomes · Variables that matter most: creative, inventory quality, environment, device, and audience · Enriched/interactive formats lift recall and consideration without increasing exposure
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00:00Dailymotion and Lumen Research have been working together for almost the past 3 years now.
00:05Over the course of these 3 years, we have done more than 4,500 real-world eye tracking tests
00:11on real individuals who were shown real-world internet environments
00:15and were then asked questions across advertising.
00:18All these tests were actually conducted on campaigns executed by Dailymotion advertising
00:24and the goal of this study is to try to explore the work that we have done over the last 3 years
00:29to answer one single question.
00:32When it comes to video advertising and attention, what moves the needle for outcomes?
00:37What we have found out is by exploring different variables such as the ad copy,
00:42the creative itself, the quality of inventory, the type of environment, the device,
00:48as well as the different audiences, what we have is a clear, complete and scalable set of findings
00:55that we could use in order to plan media campaigns.
00:59What I learned that was new for me was the impact that creative and the ad concepts itself
01:06can have on the impact that they create for campaigns.
01:10We knew that interactive ad formats were good for recall and consideration,
01:14but this study and its scale puts it into perspective on how we can actually,
01:20by not increasing the amount of exposure, still increase the ad recall or the consideration for the brand.
01:26And I think that's something important for media planners because that's how you can optimize on revenue
01:31and impressions when it comes to ad spending.
01:34The other thing was the focus that needs to be given to different audiences
01:39and how each audience behaves separately and including them in the planning stages is important for defining success.
01:47The last part was about exploring other factors such as the devices or the presence of other elements such as audio
01:56in present in the video itself and what impact it can create for the brands.
02:02I think one of the major learnings that planners could get from this study is understanding the role attention
02:09as a strategy can play rather than just treating it as a media KPI.
02:13I think one of the major learnings that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the most important things that are the
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