Pursuit of Attention: Getting to the Center of Attentive Audiences

Pursuit of Attention GETTING TO THE CENTER OF ATTENTIVE

AUDIENCES

The Industry is Maturing AS THE INDUSTRY CHANGES, THE QUESTIONS CHANGE

Questions are More Complex THINKING BEYOND REACH AND FREQUENCY

More Impact, More Influence REACHING & INFLUENCING THE RIGHT AUDIENCE

Pursuit of Attention: Getting to the Center of Attentive Audiences

Shift Happens: Defining Industry Guidelines for Shifting TV Budgets to Digital Video

Millennials: Distinct in Video Consumption?

Are All Screens Created Equal?

Online Video and Television Viewing Attitudes and Behaviors

Advertising in the Wild – A Comparison of Online and Televised Video Advertising

Dual-Platform Campaigns: Using Online Video to Enhance the Reach and Performance of TV

Creative Best Practices and Media Tactics for Online Video

Share-Shift Analysis, TV+Online Video: The Best of Both Worlds

The Who, What, Where, When, Why and How of Connected TV Advertising

Is the Tablet the Ultimate Video Viewing Device?

Smart TV Ad Effectiveness Study

Sit Back and Engage: Connected TV Best Practices

Mix + Measure: Exploring the Impact of Multi-Screen Mixology

A History of Thought Leadership THE QUESTIONS OUR CLIENTS ASKED

2010 2011 2012 2013 2014


AUDIENCES

Do REACH and FREQUENCY suffice?

Look beyond current metrics to drive performance

How do we know if they are paying attention?

Explore how the context of the media experience influences levels of RECEPTIVITY and ATTENTION

Why attention?

v

& RECEPTIVIT

Y

ATTENTION

9%

10%

10%

11%

21%

23%

22%

24%

20%

23%

27%

29%

10%

5%

5%

4%

6%

6%

5%

5%

34%

33%

31%

27%

MORNING

AFTERNOON

EVENING

NIGHT

Action Comedy Drama News Sports Other

What are people watching?

6%

18%

10%

39%

62%

8%

8%

9%

19%

14%

17%

38%

16%

3%

31%

3%

29%

2%

38%

33%

36%

36%

24%

HOME

SCHOOL OR WORK

FRIEND'S OR SIGNIFICANT

OTHER'S HOME

PUBLIC PLACE

COMMUTING

Device Usage By Location

Smartphone Tablet Desktop CTV Laptop

Device used to consume media depends heavily on context

Other House n=154; Commuting n=84; Public Place n=608; School or work n=801; Home n=11,630; Other n=575

41%

44%

40%

38%

37%

30%

28%

27%

8%

9%

14%

14%

5%

7%

6%

5%

4%

4%

5%

8%

3%

3%

4%

4%

2%

2%

3%

4%

NIGHT

EVENING

AFTERNOON

MORNING

Entertainment Relaxation Kill Time Hang out w/ others Education Share w/ others Get Work Done

Why are people watching video?

Overall Sample n=13,254

ACTIVE

AN ACTION Exists during exposure only

RECEPTIVITY ATTENTION

Willingness to receive a message from a brand before exposure to an ad.

DEFINITION An active behavior of noticing an ad.

DEFINITION

PASSIVE

A STATE OF MIND Exists prior to and during exposure

How OPEN is the consumer to the stimuli (ad)?

Is the consumer actively giving their ATTENTION to the stimuli (ad)? And to what degree?

OBJECTIVE 1 OBJECTIVE 2

Deconstruct the indicators of receptivity

Conduct attention measurement to test output of receptivity


Determine how/if these indicators may differ by industry vertical

Establish to what degree attention drives brand metrics

Use findings to better understand and define attentive audiences

Identify appropriate targeting triggers for each indicator

CONTEXT IS KEY to predicting a consumer’s level of RECEPTIVITY and ATTENTION to digital advertising

Key Findings

ATTENTIVE AUDIENCES drive brand metrics

LEAN-BACK mode at home is no longer the only optimal context for receptive audiences

There are a number of actionable ‘SWEET SPOTS’ for reaching attentive audiences

7,000 Video Viewers from Representative Online Panel

3,651 Participants in an Online Lab Test


THE METHODOLOGY

Captured a Diary of Video Viewing Experience –

Who? What? Where? When? Why? +Receptivity

Collected Attention Metrics and Traditional

Ad Metrics

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Determined Targeting Indicators That Influence

Receptivity

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Created 12 Distinct Scenarios Based on

Combinations of 4 Targeting Indicators

Receptivity & Attention ARE THEY

IMPORTANT?

1% 0%

9%

12%

10%

15%

LOW MODERATE HIGH

OVERALL BRAND FAVORABILITY


Control n=482, Low n= 1,185, Moderate n=1,338, High n=646

Higher receptivity and attention = higher brand metrics

Which indicators influence receptivity?

LOCATION The context in which a consumer is watching video

MOOD State of mind of the consumer

CONTENT GENRE Category of video watched

NEED STATE Reasons for consuming media

DEVICE The device they are using to watch video

TIME OF DAY Time of day video/show was consumed

Location ranked highest in influencing

receptivity

HIGH

RE

CE

PTI

VIT

Y IN

DE

X

LOW

Average Importance of Indicators

164

97

61

30

127

121

LOCATION

NEED STATE

DEVICE

TIME OF DAY

MOOD CONTENT GENRE

Each indicator impacts receptivity to a different degree


66

87

105

122

OTHER

HOME

SCHOOL OR WORK

PUBLIC PLACE

Indexed Receptivity By Location*

(TOTAL SAMPLE)

Being away from home is highly impactful

“Public place” includes restaurant or bar, store, gym, by the pool, commuting, on vacation. “Other” includes anywhere not listed. Public Place n=525; School or work n=801; Home n=11,630; Other n=575. *Indexed so average importance is 100

Indexed Receptivity By Device*

(TOTAL SAMPLE)

Consumers most receptive on mobile devices, particularly smartphone

81

91 95

101

CTV

PC

Tabl

et

Sm

artp

hone

MOBILE DEVICES = HIGH RECEPTIVITY

Receptivity on the go!

Smartphone n=1,057; Tablet n=1,118; PC n=7,637; CTV n=3,802. *Indexed so average importance is 100

Indexed Receptivity By Content Genre*

(TOTAL SAMPLE) 124

114 114 114

103 101 93 91 91 91 89

83

70

Bus

ines

s

Tech

nolo

gy

Aut

omot

ive

Coo

king

New

s &

Pol

itics

Spo

rts

Mus

ic

Act

ion

Com

edy

Pet

or A

nim

al

Sci

ence

or E

duca

tion

Dra

ma

Oth

er

105

89

Overall Receptivity*

CONSUMING INFORMATION

SEEKING INFORMATION

Viewers are most receptive when seeking practical content

Business n=185, Technology n=292, Automotive n=140, Cooking n=297, News & Politics n=762, Sports n=740, Music n=830, Action n=1,369, Comedy n=3,052, Pet or Animal n=316, Science or Education n=537, Drama n=3,473, Other n=1,621. *Indexed so average importance is 100

Receptivity By Need State

118

97 107

97 91 91

85

To get work done

Education To share with others

To hang out with friends/

family

To kill time Relaxation Entertainment

PRODUCTIVE SOCIAL ENTERTAINMENT

Lean-back is no longer the de-facto state for ad receptivity

Question: What best describes why you were watching <name of show/video> from <time video was watched>? To get work done n=335; To share n=467; Education n=669; To hang out with friends/family n=776; To kill time n=1,427; Relaxation n=4,057; Entertainment n=5,425

120

103 97

91 83

76 76

EXCITED HAPPY FOCUSED STRESSED RELAXED BORED TIRED

Good Mood Bad Mood

GOOD MOOD HIGH RECEPTIVITY

Good mood translates into willingness to see ads

Excited n=1,188; Happy n=2,304; Focused n=1,255; Stressed n=386; Relaxed n=5,603; Bored n=908; Tired n=1,564; I don’t remember n=275; None of the above n=131. *Indexed so average importance is 100

Indexed Receptivity By Mood*

(TOTAL SAMPLE)

Receptivity By Time of Day

(TOTAL SAMPLE)

MORNING 95

AFTERNOON 91

EVENING 87

NIGHT 85

Starting off the day with a receptive mind

Receptivity is HIGHEST

IN THE MORNING and declines

throughout the day

Morning n=2,649; Afternoon n=3,092; Evening n=4,018; Night n=3,855

More is better. Synergetic effect of relevant content and targeting

72 79

87

136 153

Overall Finance Sample

Good Mood Target Demographic

Those Who Watched

Business Video

Target Demographic

in a Good Mood Who Watched

Business Video

The more indicators, the better!

Overall Finance Sample n=5,919; Good Mood n=4,488; Target Demographic n=3,181; Watched Business Video n=185; Target Demo Who Watched Business Video n=42; Target Demo: Ages 25-49

ATTENTION Getting to the Center of It All

How to measure ATTENTION?

ATTENTION TEST Aggregate score calculated based on answers to attention questions

– Unaided Recall – Aided Recall – Message Recall

– Easy Attention Question – Hard Attention

LOW ATTENTION HIGH ATTENTION

MODERATE ATTENTION

0 25 50 75 100

ATTENTION How does it affect Brand Metrics?

OVERALL FAVORABILITY

PURCHASE INTENT

RECOMMENDATION INTENT

1%

1%

-2%

9%

10%

9%

10%

10%

7%

Brand Metrics By Receptive Audiences

Low Receptivity Moderate Receptivity High Receptivity

Benefits of higher receptivity reflected in brand metrics

Control n=482, Low n=876, Moderate n=1,891, High n=402

OVERALL FAVORABILITY

PURCHASE INTENT

RECOMMENDATION INTENT

0%

Low Attention Moderate Attention High Attention

Brand Metrics By Attentive Audiences

Higher attention = higher brand metrics

Control n=482, Low n=876, Moderate n=1,891, High n=402

-3%

-3%

12%

11%

10%

15%

23%

14%

0

20

40

60

80

100

120

140

160

180

HIGH

ATTE

NTI

ON

IN

DE

X

162

100

86

52 LOW

DEVICE

MOOD

LOCATION

CONTENT GENRE

Device is a more important indicator for attention

Average Importance of Indicators


93 99

109

SM

AR

TPH

ON

E

TAB

LET

PC

Influence of Device on Attention*

Mobile devices offer key to high attention

MOBILE DEVICES = HIGH ATTENTION

Receptivity: PC n=7,637, Tablet n=1,118, Smartphone n=1,057. Attention: PC n=1,402, Tablet n=1,055, Smartphone n=694. *Indexed so average importance is 100

34%

37%

23%

51%

47%

41%

52%

56%

64% SMARTPHONE

TABLET

PC

On-the-go with a smaller screen, consumers are more attentive

Low Attention Moderate Attention High Attention

Purchase Intent By Attentive Audiences

High attention on mobile provides large boost in purchase intent

PC=1,420, Tablet=1,055, Smartphone=694

Indexed Attention by Location*

(TOTAL SAMPLE)

97

105

104 PUBLIC PLACE

SCHOOL OR WORK

HOME

Consumers are generally more attentive in busier environments where there are lots of stimuli

Being away from home is highly impactful

Receptivity: Public Place n=525; School or work n=801; Home n=11,630; Attention: Home n=2702, Public Place n=137, School/work n=330. *Indexed so average importance is 100

SMARTPHONE TABLET

PC

LOW

H

IGH

SM

AR

TPH

ON

E

TAB

LET

PC

COMMUTING

AT A STORE

AT WORK

ON VACATION

FRIEND’S HOUSE RESTAURANT/BAR

HOME: LIVING ROOM

HOME: BEDROOM

HOME: KITCHEN SCHOOL

POOLSIDE

CONSUMING INFO SEEKING INFO

CO

MM

UTIN

G

AT A STO

RE

AT WO

RK

ON

VAC

ATION

FRIE

ND

’S H

OU

SE

RE

STA

UR

AN

T/BA

R

HO

ME

: LIVIN

G R

OO

M

HO

ME

: BE

DR

OO

M

HO

ME

: KITC

HE

N

SC

HO

OL

PO

OLS

IDE

CO

NS

UM

ING

INFO

SE

EK

ING

INFO

FOCUSED EXCITED

TIRED HAPPY

BORED

STRESSED

SAD

RELAXED

FOC

US

ED

EX

CITE

D TIR

ED

HA

PP

Y BO

RE

D S

TRE

SS

ED

SA

D

RE

LAX

ED

GY

M

HO

ME

O

THE

R

HO

ME

: BA

CK

YAR

D

HO

ME

: OFFIC

E

OTH

ER

PU

BLIC

PLA

CE

Attention Indexed

Receptivity & attention strongly related

Correlation Between RECEPTIVITY and ATTENTION

ATTE

NTI

ON

0

1

0 1 LOW HIGH

LOW

H

IGH

RECEPTIVITY

Overall Sample Receptivity n=13,254; Overall Sample Attention n=3,169

INDEXED RECEPTIVITY

81

94

91

108

99

92

96

125

109

104

92

93

97

97

99

102

103

104

105

109

INDEXED ATTENTION

A few exceptions to the rule

SMARTPHONE

SCHOOL/WORK

PUBLIC PLACE

GOOD MOOD

CONSUMING INFORMATION

TABLET

SEEKING INFORMATION

HOME

PC

BAD MOOD

Overall Sample Receptivity n=13,254; Overall Sample Attention n=3,169

THE SWEET SPOT Receptivity and Attention in Practice

70

100

130

70 100 130

ATTE

NTI

ON

LE

VE

L (IN

DE

XE

D)

RECEPTIVITY LEVEL (INDEXED)

SMARTPHONE

TABLET SEEKING INFORMATION

GOOD MOOD CONSUMING INFORMATION

PC BAD MOOD

SCHOOL/WORK PUBLIC PLACE

HOME

Mapping the triggers of receptivity & attention

70

100

130

70 100 130

ATTE

NTI

ON

LE

VE

L (IN

DE

XE

D)

RECEPTIVITY LEVEL (INDEXED)

MOMENT 3 MOMENT 1

MOMENT 4

MOMENT 6

MOMENT 2

MOMENT 7

MOMENT 11

MOMENT 9

MOMENT 10

MOMENT 12

MOMENT 5 MOMENT 8

Targeting smartphone and public locations very fruitful. High receptivity and attention.

MOMENT 3 Seeking Info, Smartphone Public Place, Good Mood

MOMENT 1 Consuming Info, Smartphone

Public Place, Good Mood

Good mood, in consuming mode and using a smartphone leads to high attention even when receptivity is lower.

MOMENT 6 Consuming Info,

Smartphone School/Work, Good Mood

MOMENT 7 Consuming Info,

Smartphone Home, Good Mood

Identifying the sweet spot by moment

Importance of indicator for attention varies by product category

139 135

76

111

17

83

28 45

66

162

190 194 178

21

106

50

ALCOHOL CPG FINANCE TELECOM

Device Mood Location Content


LOWER CONSIDERATION MODERATE CONSIDERATION HIGHER CONSIDERATION

Moderate Attention (vs. Low) High Attention (vs. Low)

Higher attention = greater purchase intent

Purchase Intent Favorability

23%

16%

21% 24%


4%

15%

9%

24%

2% 8% 5% 9% 13% 22%

ADDITIONAL LIFT FROM MEDIUM TO HIGH ATTENTION


13% 9%

26%

31%

Brand Metrics by Attention

Low n= 1,185, Moderate n=1,338, High n=646

Pursuit of Attention

RECEPTIVITY and ATTENTION

are drivers of brand performance.

MOBILE consumers provide new

opportunities for driving brand performance.

Think beyond lean-back and think ATTENTIVE

audiences.

It’s not one size fits all.

Receptivity and attention have

complex influencers that differ across

verticals.

Industry should move towards recognizing

ATTENTION as a

VALUABLE METRIC for defining and reaching

audiences.

TAKEAWAYS


AUDIENCES