Playground's Optimal Attention framework focuses on the minimum Attention Time needed for brand outcome improvements. Different outcomes like awareness, consideration, and recall require varying Attention Times, influenced by creative execution.
Consumer awareness, recall, and consideration are positively impacted by attention metrics early in digital ad exposure, with significant lifts even before 10% of the ad is viewed.
Effective creative execution is the key driver of Optimal Attention, directly impacting a brand's ability to influence consumer behavior for improved outcomes.
The study analyzed eye-tracking data from 20,000 participants exposed to 55 video ads across platforms, coupled with neuroscience insights from 1,800 ads, delving into conscious and subconscious attention shaping.
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