Why attention matters now more than ever
As consumers attempt to adapt to the new state of pandemic normal, their habits and routines have been forced to change and advertisers have had to shift to right along with them. With historical data providing little relevance and consumers experiencing all kinds of stress, brands need to understand their consumer and provide them their product and services in the appropriate ways. Real-time data and insights are critical to doing this well.
At Yieldmo, we use attention metrics in proprietary AI models to help buyers optimize to their desired campaign KPI. We also use that data to understand attention trends from month to month to uncover potential buying opportunities and help advertisers provide relevance to their customers.
- Video drives attention: We see more attention in Q3 than Q2 and Q1 as more revenue, especially video revenue, is returning to the marketplace.
- Work and play separate: Even in a work from home environment, we see in our data that work time and relaxation time remain separate entities. Most high-attention time still takes place on the weekends and evenings, when consumers are not focused on work.
- Formats matter: We see higher attention rates from high-impact video units over standard outstream format and high impact formats deliver bang for the buck. For example, Yieldmo’s Windowplay unit, which was designed to place an advertiser’s video within its brand imagery, performed particularly well in comparison to standard units. By revealing the video bit by bit as customers scroll the page, creating the simulation of an image “behind” the page, a custom format can increase customer attention.