do i have your attention? · dwell time on editorial content on double page spread featuring ad...

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Do I have Your Attention?

© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Andrew Green Global Head of Audience Solutions, Ipsos and Mike Follett Managing Director at Lumen

Gloand

Ma

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TTrust Love Involvement

Loyalty Attention

Enjoyment

Commitment

Passion

Absorption Inspiration

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48 31 20 12

Common metrics: number of countries

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Ask people Wire them up

Surveys Biometrics

Track online actions

Digital Tracking Facial Coding

Methods

Watch their faces

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OR…

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Today’s technology

Glasses Screen-based Webcams

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• DB

Is it scalable?

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Today Lumen has conducted field research with 18,000 participants in the UK since Sep-13 Online panel of 500 in UK since Jan-16

Tomorrow Eye trackers become ubiquitous - immersive gaming driving adoption

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• DB

Visual attention as a tradable Engagement metric

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1. Measure what matters

Trading engagement

2. Prove publishers’ contribution

3. Differentiate

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Just because people CAN see an ad…

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…doesn’t mean that they WILL see an ad

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OTS = 100% S = 74% Viewable time = 34.9 sec Dwell time = 2.1 sec

OTS = 100% S = 79% Viewable time = 34.9 sec Dwell time = 1.7 sec

…doesn’t mean that they WILL see an ad

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How people actually read the paper – and the ads!

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Big differences in attention to advertising between media

Digital display Press

% viewable ads seen 18% 76%

Average dwell time 1.2” 2.2”

% viewable ads seen for > 1s 5% 41%

18% viewed av. 0.9 sec

12% viewed av. 0.4 sec

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5% v

iew

able

ads

seen

for a

t lea

st

Dwell time (s)

Press

Digital display

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Attention varies by media

0,0

1,0

2,0

3,0

0%

20%

40%

60%

80%

100%

Press OOH Mobile Video ad on banner

Dwel

l tim

e (s

ec)

% v

iew

ing

Avg. dwell time %viewable ads seen

Banner

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Attention varies by format within media

0,0

1,0

2,0

3,0

0%

20%

40%

60%

80%

100%

FP

25X4

17x7

10x7

20x3

12

pape

r

12

digi

tal

2 di

gita

l

2 pa

per

300x

600

300x

250

320x

50

320x

100

160x

600

970x

250

300x

600

728x

90

300x

250

Press OOH Mobile Video ad on banner

Dwel

l tim

e (s

ec)

% v

iew

ing

Avg. dwell time %viewable ads seen

Banner

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Attention drives recall

Prompted recall question: Which of the following companies do you remember from the newspaper you just read? Based on 23,000 print observations and 18,000 digital observations

• Even low levels of attention have impact • Salience builds in a just a

few seconds of attention

• Print is more efficient

than digital

7% 10%

20%

28% 33% 35%

8% 12%

16% 18% 17% 22%

0%

10%

20%

30%

40%

Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s

Prom

pted

reca

ll

Dwell time on advertising

Press Digital display

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Prove publishers’ contribution

1,1

1,7 1,9 2,0

2,2 2,3

3,1

0

1

2

3

4

0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60 60+Ad

Eng

agem

ent

Aver

age

Dwell

tim

e on

ad (s

econ

ds)

Editorial Engagement Dwell Time on editorial content on double page spread featuring ad (seconds)

Editorial engagement drives engagement with advertising

Attention

Creative

Category

Editorial

Format

Audience

Title

Right hand page

Seasonality

Attention drivers

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Differentiate: Attention varies by title

174 192 231

275

24 16

39

23

0

50

100

150

200

250

300

350

Title A Title B Title C Title D

Aver

age d

well t

ime i

n fir

st 20

pag

es (s

econ

ds)

Different titles engage readers with editorial and advertising differently

Editorial Ads

All with nationally representative samples, rather than readership

• Different titles engage readers in different ways • Editorial, formats, page

positions all influence ad attention

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Differentiate: Attention varies by audience

Men Women

Standout % who view area

Engagement Av dwell time of those that

view

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Why should you care?

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25 252525525555

GREATER PRECISION IN REACHING MY TARGET

The only way to reach young

people…

FASTER…

More

efficient

IIT’S THE FUTURE… NOBODY WATCHES TELEVISION OR READS NEWSPAPERS ANYMORE…

More accurate measurement of ROI

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Delivering Advertising Effectiveness

DELIVERING A MESSAGE TO THE

TARGET AUDIENCE

BRAND

TARGET CONSUMER SEES/HEARS THE

MESSAGE

ADVERTISING EFFECTIVENESS

INSIGHTS MEDIA

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SOURCE: BARB, 2007-2017, INDIVIDUALS. TV SET VIEWING WITHIN 7 DAYS OF BROADCAST. *IPSOS TECH TRACKER Q4 2017

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

91% Internet access*

62% Internet access

HO

UR

S O

F TV

VIE

WED

ON

A

TV S

ET P

ER D

AY

3h 38m 3h 44m 3h 45m

4h 02m 4h 02m 4h 01m

3h 52m 3h 41m 3h 36m 3h 32m 3h 23m

Actually they do… on television sets

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Even where everybody has a Smartphone

Share of video viewing on Smartphones: 2%

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But people are still buying newspapers

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Many are reading them in print…

91%

84%

77%

76%

68%

65%

58%

49%

36%

Guatemala

Germany

Canada

Chile

Australia

UK

Mexico

Bolivia

Brazil

% of adults reading a printed newspaper: 2016

Source: Ipsos

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Others read them via different platforms

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The only way to reach young

people…?

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Maybe not the only way…they also watch TV

37 Source: 2017/18 Magazine Media Factbook

And read magazines…

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Targeting precision

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Digital drivers?

25%

6%

23%

6%

Population 50-69 Agency employees 50+

Profile of Agency Employees vs. Population

USA UKSources: IPA; The Ad Contrarian

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• Digital advertising is seen by far fewer people than the ‘audience’ numbers suggest • Even when looked at, it is rarely more than a passing glance • Nobody will remember what they don’t see and few recall

the hundreds of digital messages bombarding them • The digital ecosystem is plagued by fraud, inappropriate

content, measurement limitations and poor targeting • A substantial number of people have installed ad blockers

and so do not receive most digital advertising

The case against digital…

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• A trusted editorial environment

• Reader attention and engagement

• The non-millennial consumer

• Reaching potential new consumers, as well as recent customers

You need to remind them about the value of:

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