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News | Beyond the click: Unlocking brand success with optimal attention

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Beyond the click: Unlocking brand success with optimal attention

139 Views / News Story by Advert On Click / 2 July 2024
Source: adgully
Beyond the click: Unlocking brand success with optimal attention

In a captivating exploration of consumer attention, a study by Playground xyz sheds light on the power of "optimal attention" for brand success. This concept challenges the notion that maximizing attention is key, instead revealing a specific threshold required to achieve desired outcomes.

The study unfolds with the intriguing revelation that a mere 1.4 seconds of focused attention can generate a 10% boost in brand awareness, specifically within the initial stages of the marketing funnel. This emphasizes the potential for early engagement within an advertisement. Furthermore, the research unveils that attention exerts a powerful influence throughout the marketing journey, with positive response rates for brand awareness, recall, and consideration rising by 30% above baseline when over half of an advertisement is viewed.

However, the impact transcends mere duration. The quality of attention is equally important, as the study acknowledges. Not all attentive moments hold the same value. A crucial distinction is drawn between the attention needed for upper funnel metrics compared to lower funnel metrics, underscoring the need for tailored strategies. Additionally, the study emphasizes that achieving identical improvements across all desired outcomes is unrealistic.

The environment in which the advertisement appears emerges as another critical factor. The research suggests that optimal attention thresholds are heavily influenced by the creative content itself. This underscores the importance of selecting media placements strategically, with a focus on cost-effectiveness in meeting or exceeding these optimal attention requirements. The study cites YouTube as a prime example, where skippable ads necessitate a different approach, highlighting the undeniable role of creative execution in driving results.

Neuroscience is then woven into the narrative, reinforcing the significance of creative content. Brain activity data strengthens the argument that creative elements significantly impact memory encoding, a process directly linked to crucial marketing objectives like brand loyalty and sales.

The exploration concludes with a fascinating insight into brand size. Larger, well-established brands require less attention to achieve positive outcomes. This can be attributed to the pre-existing foundation of brand recognition and distinctive brand assets.

Tags brand success