Ryan Rooney, client & proposition director at Ebiquity states, "Intuitively we have always thought that attention would be a strong predictor of ROI, but having the sets of data come together to prove this is a great step forward." This insight underscores the foundational role of consumer attention in determining advertising effectiveness.
The research conducted by Ebiquity reveals a near-perfect correlation of 0.979 between consumer attention and profit delivered by media channels like cinema, TV, and digital, emphasizing the significant relationship between engagement and financial performance for advertisers.
Ebiquity's findings highlight the gap in marketers' prior understanding about consumer attention levels, stating, "advances in eye-tracking technology teach us that marketers have perhaps overestimated consumer attention to advertising in the past, reaffirming the importance of accurate attention measurement in media strategies."
The report indicates that while attention leads to profit at a channel level, understanding the nuances within various media placements remains crucial: "the devil is in the detail," indicating the complexity of effectively translating attention to profit.
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