#13 - Attention Weekly
Covering what's new in the world of attention this week
Hello and welcome to edition 13 of Attention Weekly. Some say that the number 13 is unlucky, so in this edition we’re keeping it upbeat and full of positive news related to attention. This week we cover:
Purina sees attention measurement as a viable cookie replacement method
New study links duration to recall and purchase intent from ads served on news sites
Attention happy hour reminder
We hope you enjoy and don’t forget to subscribe by clicking the button below.
Purina sees eye-tracking as a viable replacement for the third-party cookie
We do like it when there are positive case studies for attention optimized campaigns. This week Digiday reported on how Lily’s Kitchen (the premium brand of Nestle owned Purina) had been using eye tracking to measure the effectiveness of their digital display and outstream video ads at reaching and influencing pet owners in the UK.
The three month test matched APM (attention seconds per mille) against brand lift studies, and the test concluded with a 15% increase in brand awareness among target audiences and 23% increase in purchase intent. This then translated into a 22% increase in new customers buying from Lily’s Kitchen in November and a 13% rise in revenue.
The agency (Journey Further) are quoted as saying: “From our initial testing it has earned a seat at the table in that place,” he said.
Splendid. Attention optimization works.
New study links ad duration on news sites with recall and purchase intent
We did say that this edition would be a positive one…
A study which caught our eye this week from Columbia University. The study costs to download so we don’t want to undermine the integrity and monetization of the work, but it’s excellent.
News sites in particular have been vocal about their challenges with the monetization transition from print to digital. They are expected to invest in journalism whilst revenues have been in decline -this has been particularly prominent for local news media.
However, can attention metrics save news publishers? Our founder has written about this before. He thinks they can. This study suggests they can. Time will tell.
Attention Happy Hour May
We had fun at the Attention Happy Hour in April, with people coming and going whilst chatting about attention measurement and optimization, wo we’re doing it again on June 6th!
Sign up by clicking this link and hopefully we’ll see you there.
That’s it for another week. We’ll be back in your inbox next Friday with all the latest. Have a great weekend.