Digital Turbine partner with human attention measurement leader Amplified Intelligence to undertake mobile gaming attention study.
Austin, Texas – April 3, 2023 – Amplified Intelligence and Digital Turbine (Nasdaq: APPS) have released their latest research report, which showcases the exceptional ability of mobile video ads to deliver strong and consistent attention to brands in the mobile gaming environment.
The research report found that Digital Turbine’s video ads outperformed many mobile web video and social video ads by over 10X on average in terms of both active and passive attention. Digital Turbine’s video ads were shown to grab users’ attention for a combined 22 seconds.
Digital Turbine’s ad experience also makes use of a dynamic end-card format, providing advertisers with multiple experiences to choose from. These end-cards include interactive calls-to-action, delivering an attention boost and driving users to act on the attention gained throughout the ad journey.
The research, which was carried out across a two-week sample frame in June 2022, tested seven brands to examine the levels of attention Digital Turbine’s video ads generated. Amplified Intelligence’s approach to attention measurement focuses on three levels: active attention, passive attention, and non-attention, with active attention being the most important factor in driving business outcomes.
Amplified Intelligence measures the impact attention to ads make for a brand with its STAS index – Short Term Advertising Strength. With the STAS benchmark set at 100, and anything above it considered better advertising strength than ‘normal’ – Digital Turbine’s ads score 160 on STAS on average, driven by a strong combination of Video and End Card performance.
“The full-screen formats produce high attention early, and decay similar to other video environments, producing great STAS potential,” said Matt Daniell, Head of Research at Amplified Intelligence.
Mark Slade, VP Brand and Managing Director Brand Partnerships at Digital Turbine, said, “This research shows how in-game mobile video ads, combined with interactive and actionable end-cards, deliver a market-leading attention-grabbing product. The data shows the mobile gaming environment delivers results and provides an even bigger opportunity – making it an optimal environment for brand growth.”
Digital Turbine (NASDAQ: APPS) powers superior mobile consumer experiences and results for the world’s leading telcos, advertisers, and publishers. Our end-to-end platform uniquely simplifies our partners’ ability to supercharge their awareness, acquisition, and monetization — connecting them with more consumers, in more ways, across more devices. Digital Turbine is headquartered in North America, with offices around the world. For more about Digital Turbine: www.digitalturbine.com
Amplified Intelligence is a global leader in the research and measurement of online human attention – the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.
Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson-Field – a globally acclaimed author and media science pioneer – the company’s mission is to revolutionise the way media is traded to focus on attention, making it fairer and more accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP, Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.