The opportunity for a consumer to see an ad, is clearly important, but are they paying attention to your ad and what business result does that attention deliver?

Attention is the human-centric principle that determines whether people are really watching ads, both in terms of how long and how focused. Understanding real-world behaviours is critical to successful campaigns. For too long brands have had to rely on metrics that simply didn’t accurately show the value of their spend.

In 2022, in conjunction with Amplified Intelligence, RED C Research conducted a study to understand attention across social media platforms. Repeating such a study within the TV industry would prove essential, not only to understand the true attention paid to advertising on TV, but also a comparative measure verses social media. Therefore in Autumn of 2023, TAM Ireland commissioned RED C Research and Amplified Intelligence to conduct an attention study across Linear TV, BVOD on TV and BVOD on Mobile to assess attention.

Using a highly innovative combination of traditional research surveys and AI controlled behavioural data collection, and so understanding how consumers attention changes across device and media, we provided clarity for brands that will impact how media is bought in the future.

The findings were seismic. They demonstrated that TV is an effective medium at capturing attention for a long period of time, meaning creative agencies, and their clients can afford the time needed to tell stories through creatives – a luxury not afforded on social media platforms.

Key insights for brands included the following

1. Linear & BVOD TV are strong platforms for driving effective advertising and brands should utilise this where possible.
2. Longer ads work harder on TV in terms of gaining attention, and this is in total contrast to social media.
3. BVOD is a key platform to grab attention and engage consumers with brands, as it is a purposeful destination of viewing a specific programme.
4. High levels of passive attention on Linear TV, reinforce the need for brands to have strong aural assets to maintain connection.
5. Younger audiences can be reached on Linear TV with high attention level by using well targeted ad spots.
6. Better programme content on TV drives better ad impact, making choice of ad spots for your campaign much more important
7. Emotion in creative is the main factor that helps drive attention.

We recently ran a webinar in conjunction with TAM Ireland to present the overview of all the key learnings to the wider brand and media audiecnes in Ireland and the UK, explaing how we cam eto these conclusions, and  showing how brands have used this insight to change how they buy media.  The webinar had over 100 brand and media buyers in attendance.

To access the video recording of that webinar, please complete the form below.

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