NEWS3 October 2023

Focus on attention, creative and speed in adverts, finds study

Media News UK

UK – Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study.

Eye tracking

The study, called The Triple Opportunity of Attention, was carried out by Rob Brittain, Orlando Wood and Professor Karen Nelson-Field and combines data from the ACA Effectiveness Database with attention metrics from Amplified Intelligence and emotional response testing from System1 to assess the impact of creativity, attention and extra share of voice (ESOV) on business growth.

The findings include that attention decays faster on some platforms than others, with higher-attention platforms delivering more mental availability for a brand than low-attention platforms and having a larger impact on customer acquisition, brand profit growth and market share.

Higher-attention media platforms enable creative to work more effectively, the study found, increasing business effects by up to 65%.

Attention to drama, emotion and critical moments also helps creative work achieve maximum impact by firstly extending the audience’s attention and secondly by helping to lodge the brand in the audience’s memory.

ESOV drives positive business effects, while negative ESOV limits or depresses the impact of highly creative and emotional ads. 

The research found that while each factor on its own will help the commercial impact of an advert, it is when the three factors are combined and working in unison that maximum return on investment is achieved.

Orlando Wood, chief innovation officer at System1, said: “Creative can develop an emotional response in the viewer by drawing on the artistic principle of moto e azione; the outward expression of internal feeling via the face and body, the moment of revelation, an emotional turning point.”

Rob Brittain, performance marketing consultant, said: “You can make a great campaign and, depending on your media plan, it can gain a little or a lot of attention from your target market.

“The triple opportunity for marketers and advertisers is emotive advertising, placed on higher-attention media platforms and supported by an appropriate level of investment.”

Professor Karen Nelson-Field, founder at Amplified Intelligence, said: “Attention decay impacts how much attention is paid and how many branded moments are seen, it also impacts the number of people who see your brand because fewer people watch across time. 

“I guarantee that with less reach and fewer eyes on your brand, you won’t be thought of at the purchase occasion but your larger competitor will. The opportunity for marketers is what they can do creatively to nudge attention so that this decay curve is less acute.”