Audience Group increased ESOM without spending on ESOV by buying to attention.
Outcome: 74% uplift in brand recall after the attention-data-fed algorithm was pushed.
Objective
To disproportionately win Extra Share of Memory without spending on Extra Share of Voice.
Audience Group’s client year on year budget was to remain stable in an inflationary environment, so they needed to do more with what was effectively less. They knew from previous results that when their client’s share of voice was high, sales followed (five to seven months later).
Method
“If our ad is not seen, it can’t be noted. If it is not noted, it can’t be remembered. If it isn’t remembered, it won’t serve any value in building brand salience and allowing the brand to be recalled as people enter the category to purchase.” Says James McDonald, Audience Group. Director of Strategy.
“Our approach was to start treating brand salience and ad recall as though it were a direct response campaign. Working with Chalice AI, we developed a custom bidding algorithm that linked to an online brand study. This algorithm analysed any uplift on brand or ad recall, found the auction conditions that related to this uplift and then selected (and won) auctions that were likely to also aid in brand and ad recall.”
“With this method, alone, an uplift of 14% in our client’s ad recall was observed. Once this was established, we partnered with Amplified Intelligence to build a pre bid score to better inform and guide the custom-bidding algorithm. This pre-bidding score was based on the attention level of the ad placement being auctioned.”
“In essence we were able to confidently bid higher amounts for ad placements with more seconds of attention. This enhancement ensured that our budget was invested into placements that both had a high likelihood of having high attention and a high chance of delivering brand and ad recall in the quantitative study.”
Outcome
The results showed a 74% uplift in brand recall after the attention-data-fed algorithm was pushed. It resulted in higher recall without spending any extra budget delivering the client a higher share of memory without lifting ESOV.
While this one tactic can’t be isolated in the broader business results, it was a key change to the year-on-year media strategy in a year that netted that client their largest ever number of leads and appointments.
Take it to work
“There is little doubt in my mind that optimising your media buy for attention delivers better brand recall which leads to higher mental availability of your brand come a purchase occasion.” Audience Group’s James McDonald states. “This leads to a consideration of what is an optimal frequency and can you afford to advertise less often when you are maximising the impact of each impression.”
How attention can help you
Reduce ad spend wastage, streamline your campaign’s time to market and improve the effectiveness of your advertising performance, all the while empowering your teams with more meaningful data to make the right decisions time and again.
In the media buying space change is necessary, and accountability is a positive. We believe that attention metrics help highlight quality audience reach, and a truer return on your investment.
What we can help you track
Other Customer Success Stories
39 ads tested for active attention as part of Effie Effectiveness Awards Australia 2022 (same as IPA).
Campaigns that ran on higher attention platforms reported a 74% increase in the number of very large business effects achieved after the campaign ran
AIB optimised their media mix and altered their creative strategy off the back of outcomes from an attentionTRACE collection.
Since the collection they have been prioritising the performance of their distinctive assets in paid digital media with a focus on capitalising on active attention impressions.
Our Products
Understand how people are viewing your advertising.
Test your branded creative and messaging using real human attention in real environments. Ethical collection of human attention to advertising through GDPR compliant triple opt-in panels. Machine-learning models designed to create true omnichannel measurement and true comparison across environments, devices and formats.
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Plan your next campaign with the world’s most accurate and rich attention-based media planning tool.
Predict the amount of human attention your channel mix will attract and plan every detail of your campaign to increase the long-term lift of your brand. Use attentionPLAN® as a standalone web tool, or integrate it into existing systems through our advanced API offering.
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Using real human attention for in-flight campaign optimisation.
Attach an attentionPROVE® tag when you purchase your media to unlock valuable attention insights. Replace performance assumptions with a complete view of audience viewing behaviours, fuel instant optimisation by knowing which ad creatives, messages, and environments generate the highest quality attention.
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