First action tested, through the Attention Economy study, has 5 times more attention than the average campaign developed together with Teads
Teads, in partnership with Dentsu, tested the Heineken campaign at Rock in Rio 2022. This is the first work of the Attention Economy study to measure attention to brand communication, which showed that viewability, analyzed in isolation, does not It is enough to measure the effectiveness of ads and that some factors such as format size, duration and position on the page can impact the results of a campaign.
The attention metric, in turn, helps brands to be more effective in their media planning and has a prediction of results three times higher than viewability. Heineken’s campaign as an official sponsor of Rock in Rio became case global with successful attention KPIs.
Teads, the media platform responsible for the planning and placement of the pieces, measured the performance of the campaign with Lumen Research’s LAMP program, a predictive attention methodology developed based on knowledge of human behavior in the digital environment.
Outperforming Lumen LAMP’s benchmarks on all metrics, the campaign delivered a view rate twice as high 66% and an APM (Attentive seconds per 000 or the average attention per 1,000 impressions measured in seconds) is five times higher than the average for the digital environment.
The results were reflected in the campaign’s recall index, which had the highest Ad Recall among the analyzed event sponsoring brands. According to Fernanda Saboya, director of consumer connections at Heineken Brasil, the model surprised with results above expectations. We decided to develop this campaign focused on attention metrics because we believe it brings a more qualified view of the impact compared to previous measurements. In a scenario where people spend less than 10 minutes of their attention on ads per day, it is necessary to look for other means of qualifying engagement. The results, with numbers higher than expected, show that we are on the right track to build more assertive campaigns that capture attention in a much more effective way, she says.
For Caroline Bassi, executive business director of Dentsu/iProspect Brasil, the Attention Economy initiative is an innovative work for the media industry and key for Dentsu globally. We began to see the opportunity to measure at scale. As the understanding of campaign measurement becomes more sophisticated, we bring benefits to the entire industry.
According to Cau Stfani, research & insights manager at Teads Latam, Heineken’s pioneering spirit in measuring such a campaign by attention is an excellent opportunity for the market to realistically assess its media results. Studies being carried out by Teads globally show clear indicators that the quality of attention an advertisement receives should be considered a driver of results. As models are created to measure attention, concerns such as experience, content and respect become important, concludes Cau.
Attention Economy ensures that the public pays attention to your advertising, one of the main challenges of the communication industry. Recent data from IPA Touchpoints show that people spend, on average, 5 hours consuming content and are exposed to 84 minutes of advertising per day, but pay only nine minutes of attention to ads. In a market with investments in the nine zeros, the Brazilian sector handled approximately R$ 69 billion in media purchases in 2021, surveys indicate new metrics, such as the attention model, may be the future of measuring results.
