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New research aims to demonstrate why digital advertising planning needs a rethink

New research aims to demonstrate why digital advertising planning needs a rethink
Written by Publishing Team

ThinkPremiumDigital latest Benchmark Series research on digital video ad opportunity and ad attention on digital platforms

ThinkPremiumDigital latest Benchmark Series research on digital video ad opportunity and ad attention on digital platforms

ThinkPremiumDigital’s general manager is hoping new research showing advertisers would need five hours of video time on social media conversation to get the same amount of attention with premium video placements in 12 minutes can kickstart a new around the digital planning process.

ThinkPremiumDigital general manager Venessa Hunt, said the industry continued to hold up a digital platform’s overall reach and cost-effectiveness as the key measurement for gauging digital advertising’s impact and earning its place on the plan. Yet without getting any sense of an advertisement’s exposure opportunity and the attention paid to it by those viewers, it’s impossible to gauge what a digital ad placement is holistically doing for a brand, she said.

As digital advertising matures and its brand impact extends beyond performance measures, it’s critical to better understand who it’s actually reaching and the attention of those consumers and audiences are paying to the advertisement, Hunt said.

“The legacy of digital media is all about performance, and the fact people didn’t care about the quality of the impression because they were looking for some kind of output – a click or a lead,” Hunt said. “As times are changing, more branding dollars are going into the digital environment, so we need to look at the quality of the impression differently because it is serving a different purpose.”

ThinkPremiumDigital’s latest research set out to do this by trying to shine some light on ad exposure in various digital platform environments and the attention paid to them. To do this, MediaScience and founder, Dr Duane Varan, gathered 350 respondents in Perth and used eye tracking, biometrics and galvanic skin responses in its quest to physically measure the attention to a digital video ad.

Different labs and devices were used, including a TV in a lounge room as well as desktops and a consumer’s own mobile phone device. Each participant could choose content, including Facebook, YouTube, Instagram, premium news sites, BVOD channels. Ad inventory then appeared as it would in a real-world experience, Dr Varan said. The key determinant of exposure was a video appearing in the field of vision of the viewer.

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