""We believe in the power of context for YouTube advertising and our clients have seen great results across the funnel from it," says Scott Stewart, executive vice president at Epitaph Group. "Now, by analysing attention scores for these campaigns, we have a new way to show that performance.""
""At Lumen, we know that context is a key factor behind high attention to ads. By showing strong scores across the board, this attention study found that Epitaph and Silverpush consistently drive higher relevance. This, in turn, keeps YouTube audiences engaged and ensures much higher efficiency by delivering YouTube ads that actually capture people's attention," says Donia Baddou, global VP of partnerships at Lumen Research."
"+12% higher viewed rate (relevance) +22% higher average view time (engagement) +37% higher attention per mille (efficiency)"
Silverpush and Epitaph partnered with Lumen to analyse more than 60 million impressions across 30+ YouTube campaigns to measure attention. Contextual targeting on YouTube produced higher relevance, longer view times, and greater efficiency compared with standard YouTube benchmarks. Lumen attributes the results to context driving increased attention, relevance and engagement. Epitaph will build an advanced buying model prioritising relevance, context and attention, with Silverpush powering delivery to inventory and placements predicted to be high-quality and high-attention for clients.
Read at Exchangewire
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