"Commercial noise is all around us. Pressure on people's attention has never been more intense, and the debate about the effectiveness of advertising is reaching new levels given that individuals can be exposed to thousands of ad impressions each day across many media touchpoints. Attracting strong levels of attention and action can be challenging for brands within this context, which means there's a greater focus than ever on brands working smarter to make a lasting impression on their ideal customers."
"Within this debate, it's worth noting that addressable TV advertising delivers powerful results for advertisers in terms of brand awareness, consideration, online activity, and sales. Research from Finecast, a leading addressable TV company, reveals that viewers pay 20% more active attention to ads on addressable platforms than they do to those on linear TV. The findings also show that interest in these ads doesn't decline with increasing ad length, and viewers are less likely to be distracted than when they are watching traditional TV advertising."
Commercial environments subject consumers to intense advertising exposure, making attention and action harder for brands to secure. Addressable TV advertising delivers measurable uplifts in brand awareness, consideration, online activity, and sales. Viewers allocate 20% more active attention to ads on addressable platforms than to linear TV, with interest not declining for longer ads and lower distraction levels versus traditional TV advertising. Two experiments with University College London measured brain responses and found effects on attention, emotional engagement, reward processing, and memory consolidation. These neuro-behavioural effects help explain why addressable TV campaigns can produce substantial results and provide strategic advantage for brands.
Read at The Drum
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