Member Research: Attention Time

Posted on: Monday 21 December 2020 | PLAYGROUND XYZ

PLAYGROUND XYZ’s ‘Attention Time’ study shows how crucial capturing attention is to drive results for advertisers 

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Advertisers are in the business of capturing people’s attention, but there should be more emphasis on the value of attention as an industry-wide metric, say PLAYGROUND XYZ. Their research, which is based on the development of a new ‘Attention Time’ metric, explores how advertisers can optimise attention via mobile ads and the impact that a focus on attention has on campaign results.  

As PLAYGROUND XYZ explain: “The intention of this study is not to replace viewability - this is an important hygiene factor to any digital ad campaign. But we also need to raise awareness to advertisers that viewable doesn't mean viewed, and that to delve deeper into the effectiveness of their media there is now an opportunity to take a step forward from just viewability, and to look at attention.” 

Key findings from the study include: 

  • Campaigns with any ‘Attention Time’ drives a large increase in awareness and recall  

  • The longer the ‘Attention Time’ the greater the increase in awareness and recall 

  • ‘Attention Time’ is more powerful than viewability in driving awareness and recall 

The team at PLAYGROUND XYZ have developed an Attention Intelligence Platform that has been designed to optimise ‘Attention Time’ in real time. Read the study in full here for more information.  

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