Unlocking the Currency of Attention - Dentsu's Attention Economy Program Phase 2 Research
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Unlocking the Currency of Attention Dentsu’s Attention Economy Program Phase 2 Research
Introduction
The fact that the media landscape today is vastly • As an agency, can we bring clients and media
more fragmented, complex, and cluttered than in the owners on board to participate, so that we can
past, is unquestionable. The reality that the industry influence both the buy and supply side to drive the
has not adequately adapted to this, is uncomfortable. industry in this direction?
Herbert Simon, the 1970s Nobel Prize winning Three years later, we’ve met these objectives. The
economist, coined the term “Attention Economy” cost has been an incredible amount of time and rigor
saying: “What information consumes is the attention in conducting and acquiring the highest volume of
of its recipients. Hence a wealth of information eye-tracking attention studies to date, working with
creates a poverty of attention”. Fast forward for the most cutting edge and forward-thinking partners
today, and this statement could not be more relevant in the space.
of the media landscape. Yet the fundamentals of how
the industry approaches media planning and buying We have just completed Phase 2 of our research
has not evolved. Current value systems still consider program in partnership with Lumen Research, TVision,
all impressions equally, regardless of how much and Amplified Intelligence. As a result, we now have
attention they receive. Furthermore, there’s been a a comprehensive data set which has enabled us to
proliferation of device-centric metrics that are easily develop the attention model we set out to create.
measurable and proxies for ‘attention’, but they do This model will allow us to put attention into practice
not represent a meaningful exposure. and deliver more effective solutions for our clients.
It is with this context in mind, that three years
ago, we set ourselves the ambitious challenge of
transforming the way we plan and buy media. We
established the Attention Economy program with Clive Record
a goal of researching advertising attention and Head of Global Partnerships
developing a value system more indicative of a real
opportunity to communicate with a consumer.
Most importantly in all of this, we needed to make
the research tangible in practice. In many ways, this
is where the devil is in the details. The concepts,
research, and insights into human behavior is
illuminating; finding a way to translate it and adopt
it into practice across channels and platforms is an
enormous challenge. As such, we had several issues
to address:
• Can we be confident that attention is a valuable
media currency that predicts a real (versus
optimistic) opportunity to communicate with a link
to brand outcomes?
• Can we develop an attention model that
can be operationalized in a way that is useful to
compare across channels, and captures the value
and nuances of attention and human behavior
within each?
01
The Speed Read
In the latest phase of attention research with Lumen
Research, TVision, and Amplified Intelligence, dentsu
set up large scale eye-tracking panels to build our
proprietary attention model. This model captures the
drivers of attention, as well as the effectiveness of
attention across platforms, channels, and formats. The
output of this model are a massive database of attention
metrics that can be used for cross-channel planning.
That results shed light into several interesting
insights such as:
1. Viewability and other device measures can be
quite arbitrary proxies for real attention. In many
cases, the % of viewable impressions reported are
higher than the % of ads that get attention. In some
cases, viewability standards leave value on the
table, specifically when it comes to mobile or in-feed
formats. Many of those ads can be “noticed” without
being considered viewable and can drive some uplift
in recall and choice. Therefore it is critical to evolve
beyond viewability and measure attention better to
get to a more genuine exposure vs. an optimistic one.
2. Creative is the biggest driver of how hard
attention works; the difference between strong and
poor performing creative drives the largest shift in
outcomes compared to other factors. After that, it is
followed by volition (whether attention is earned or
forced), sound, and duration.
3. Duration is correlated with higher levels of
attention, but shorter video ads can pack a lot of
punch, they can be more “attentionally efficient” by
delivering outcomes in a shorter amount of time.
4. Sound is nuanced; the impact of sound can be
dependent on whether it is expected by the consumer
to be part of the platform experience.
5. The new metrics for planning drive increased
value. For one client, re-optimizing towards attention
garnered 3.7 years of extra attention in one month at
the same budget vs original plan that was optimized
towards Reach and Frequency.
02Attention is more valuable than our current value system
At dentsu, we are committed to delivering our clients Can we rely on our current system’s metrics like
with media exposures that lead to genuine outcomes for viewability to equally represent real behaviors
their brands. Therefore, to advocate attention as a media that lead to brand outcomes? Not really. We see in
currency, we needed to test its link to brand outcomes. our research that there is a significant difference
between ads that meet MRC viewability standards
Across Phase 1 and Phase 2 research, we conducted and ads that are genuinely viewed. Conversely, many
robust multi-brand studies in the US, UK, and ads, especially those that tend to be in-feed and
Australia combining eye-tracking technology with mobile can be noticed without being considered
choice and recall measures to understand the drivers viewable (see figure 3).
of attention and its link to impact. This enormous
undertaking has left us in no doubt that the link exists Fig. 3 % Viewable % Viewed
and insight into what drives this link.
98% 97% 97% 99%
85%
77% 79% 79% 76%
The research shows that higher dwell times are 70% 72%
59%
65%
associated with a greater likelihood to choose a 49%
36% 32%
83% 92%
92%
31% 77% 83%
6% 77%
76%
4% 7
brand’s advertising, and we see clear (and statistically 55%
55%
69%
69%
47%
43% 4
56%
7% 56%
74%
7
39% 43%
35% 39%
35% 43% 36%
36% 43%
significant) uplifts vs the control group at even low 17% 2
17% 0% 25%
20% 25%
levels of attention (see figure 1 and figure 2 below).
A
A
B
C
E
A
D
C
B
F
B
C
D
E
F
G
H
TV
Fig. 1 Eyes on dwell time and prompted recall
There is a similar pattern between the average
80%
viewable time and the average number of seconds
70%
someone looks at an ad (dwell time). Ads are
60% typically seen for much shorter durations than they
appear on screen (see figure 4).
50%
Recall
40%
Fig. 4 Viewable time Av dwell time
30%
34.5
23.6
20% 19.4 21.2 21.1
10.0 12.3 11.4 12.2 9.4 10.4 12.9
7.0 6.9 8.7 4.6 8.5 7.4 6.4 6.0 9.3
10% 1.5 1.6 2.1 1.6 1.5 2.4 1.9 3.1 1.9 2.2 2.6 1.8 3.4
A
A
B
C
E
A
D
C
B
F
B
C
D
E
F
G
H
0%
05 10 15 20 25 TV
Dwell time (s)
Fig. 2 Eyes on dwell time and choice uplift What this chart reflects is that device measures like
viewability and viewable time are rather arbitrary
18%
proxies for real attention. Sticking solely to them is
16%
14% not a guaranteed precursor to improved advertising
ROI. In the past, viewability has served a purpose
Choice uplift
12%
10%
8%
in reducing ad wastage, but today it is simply not
6% enough; attention gets us much closer to an effective
4% brand exposure.
2%
0%
05 10 15 20 25
Dwell time (s)
03Not all attention is equal
We’ve validated how important attention is, we have Fig. 6 Prompted Recall Choice Uplift
the data and models to plan and buy it (as we discuss
20% Short (up to 10")
further below), and the industry is following. But 80% Short (up to 10")
Choice uplift
15% 12%
they do not have sight of the data we have linking 60% 51% 10%
% recall
5% 5%
42% 4%
5%
attention to outcomes, and the knowledge that 40%
25% 29%
0%
recognizing and valuing appropriately the nuances
20%
20% Mid (11 - 20)
80% Mid (11 - 20) 15%
across seconds of attention is critical to the equation. 65%
Choice uplift
15% 11%
60% 50%
% recall
10%
As with other forms of communication, how
43% 5% 6% 6%
36%
40% 5% 1%
25% 27%
different advertising messages work is a function 20%
0%
of a combination of circumstances – the message 80% Long (20+) 63%
20% Long (20+)
13%
Choice uplift
15% 11%
50%
and creative, the context, the device, etc. Focusing
% recall
60% 9%
45% 7%
10%
33%
40% 27% 3%
23% 5%
solely on how much attention an ad gets is an overly
0%
20% 0%
00 -2 2 - 55 - 101 0 - 15 15+ 00 -2 2 - 55 - 101 0 - 15 15+
simplistic approach that does not consider the Dwell time (s) Dwell time (s)
impact of these factors.
We also see that sound is an area with important
Fig. 5 nuance. Having “sound on” generally lifts choice and
Creative recall, but the strength of that impact is dependent
Volition Sound Duration Audience
/Brand on other factors, such as whether the audience is or
30%
is not forced to view the ad, if sound is expected as
25%
attention on recall
Voluntary part of the advertising experience on the platform,
20% On In-Market
Effect of 3.2*
Short
17%* 8% 5% 4% or creative factors such as whether sound is primarily
15% 6% Mid
Long
Not in-Market music or a voiceover. The impact of sound to a “forced
10% Forced Off
vs. voluntary” exposure is reflected in the figure 7 below.
5%
0%
Fig. 7
Voluntary: Sound off Voluntary: Sound on Voluntary: Sound off Voluntary: Sound on
As part of our study, we analyzed the key drivers 60%
Forced: Sound off Forced: Sound on
12%
Forced: Sound off Forced: Sound on
of the value of attention. Figure 5 showcases the 55%
10%
impact to recall each one has on a ‘typical’ 3.2 50%
Choice uplift (%pts)
8%
seconds of attention. Creative is by far the biggest
45%
% Recall
40% 6%
driver of how hard attention works. The difference 35%
4%
between good creative and poor creative can impact
30%
2%
25%
recall by 17%. After creative, the other key drivers 20%
02 46 81 0
0%
02 46 81 0
are volition, sound, duration, and audience (note that Dwell time Dwell time
these factors interrelate, which is not captured here).
Overall, the contribution of all of these variables
Other analyses in the study further demonstrate and nuances will be reflected in each platform and
how different the value of each attentive second format’s ability to drive recall or choice. As such, it
can be. For example, we see that shorter ads can be is important that any value system used in planning
more “attentionally efficient” compared to longer for attention considers the ability of each second to
ones. This intuitively makes sense, ads that were translate into a brand outcome.
designed to work in a short period of time are likely
able to land their message quicker and more up front
compared to longer ads.
04Developing an approach for planning
So how does all of this come together? The robust The beauty in this approach sits with its flexibility
and comprehensive dataset that we have amassed such that we can tailor it to different brands,
through our eye-tracking studies enables us to have categories, markets, and business objectives. Through
attention norms that can predict attentive seconds our Attention Economy dataset, we have robust
and the value of that attention. averages and norms across placements that will
already deliver a significant improvement in planning
compared to standard impression-based approaches.
Combining factors like attention,
These norms can be swapped to be category and
dwell time, and the outcome model brand specific if our clients choose to conduct their
with cost allows us to create a CPM own tailored attention measurement. They can
develop their own benchmarks for dwell time and
based on an “effective attentive
recall (or other KPI) to optimize towards.
second” specific to various media All this data will be made readily available across
circumstances. our planning tools so that teams are able to easily
leverage this for their clients.
It is important to note that although we have norms
for both recall and choice, we recommend leveraging
recall as the benchmark for planning, as it is more
robust and has less sensitivity to the specific brand/
creative. We also see that recall has a strong
Gained 3.7 years
correlation to brand choice.
of attention in
one month
The graph below is an example of how this data can
be put into practice, comparing what the format
allocation would look like if optimized towards a
standard CPM plan vs. a CPM based on an “effective
attentive second”. The resulting optimization showcases
quite a different mix when accounting for attention.
We were able to maintain reach and cost for the plan but
were able to gain 3.7 years of attention in one month.
Fig. 8 Est CPM CPM EAS
12
8
7.5
5.94
5.55
55 5.12
2.5 2.5
1.55
0.29
Format 1 Format 2 Format 3 Format 4 Format 5 Format 6
05Activation and measurement
Beyond research, data acquisition, and planning, the We are also developing strategic partnerships with
next step is to bring this data into life via campaign ad tech companies and scaled platforms on solutions
activations. The attention model we’ve built through for activating attention data on their platforms. This
our research can then be applied to impression attention model can also be used for measurement
level data to predict the amount of attention those so that brands can have a more dynamic indicator of
impressions will receive. how their campaigns are performing.
We are also pushing the envelope within the TV
As such, our “Attention Algorithm”
marketplace by testing models with bold clients and
can put theory into practice and advocating for fresh methodologies on how to utilize
enable optimization towards high TVision’s attention data as a currency. We have been
leading the charge on collaborating and rallying
attention inventory in display and
media owners and industry bodies behind this.
video in real time.
Delivering meaningful progress in the Attention Economy
The Attention Economy program, the largest in scope increased collaboration needed within the industry
and scale of its kind, is an important contribution to ecosystem to accomplish any robust change. This
improving advertisers’ communication effectiveness. involves lots of research, lots of testing and strategic
The research has further validated the value of partnerships.
attention as a media metric, and most importantly,
how we can apply this in practice. We are working with At dentsu, we are continuing to rally our clients and
innovative clients and media partners to ensure we the media owners we work with to continue to move
build attention metrics into their media frameworks the needle and to solve for the sizable gap between
to drive success. current metrics and real human behavior. However,
we know we are at a turning point and are willing to do
As with the adoption of any new currency or forward- the collaboration and hard work to help build a fairer,
thinking model, there will be some risk-taking and more robust, and effective advertising landscape.
06About the Attention Economy Program
In one of the largest studies of its kind, dentsu’s
Attention Economy initiative has significantly
invested in the creation and data acquisition across
the US, UK, and Australia. We work with the leaders
in the space such as Lumen Research, TVision, and
Amplified intelligence in robust and independent
studies on attention.
Since March 2018, we have been measuring attention
to advertising through eye-tracking. Additionally,
we are collaborating with forward thinking partners
such as Facebook, Spotify, Snap, Teads, Yahoo and
Broadcasters and Tech platforms.
Mobile eye-tracking panels of 3400 respondents
were built with Amplified Intelligence, further eye-
tracking panels of 6,000 were built with Lumen
and large-scale TVision data was purchased based
on a panel of 5500 households in the US. Data
was collected both “in the wild” audience behavior
across multiple platforms and ad formats as well as
conducting extensive controlled experiments for brand
ads in 20 plus sectors across numerous platforms.
Contacts
Joanne Leong, VP, Director, Global Partnerships
Alaina Pollock, Director, Global Partnerships
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