In one part of the study, dentsu isolated the impact of creative by preselecting ads and inserting them into the consumer experience, while keeping all other factors constant. They also looked at factors of attention that are typically harder to measure, like creative.
#SPOTIFY JOBS DRIVERS#
Dentsu’s attention model dives deep into the drivers of not just attention, but also on the value of attention.īecause not all attention is equal, dentsu’s model combines factors like viewable time, whether or not an ad is skippable, duration, and device. While impressions (which are treated equally) and device-based metrics are easy to measure, dentsu argues, they don’t represent meaningful exposure. Here’s what dentsu’s research found - and our top takeaways for digital audio advertisers. Dentsu also used additional data to see how sound and video on Spotify affect users’ attention. They then used questionnaires and brand choice methodologies to better understand the impact of the ad attention on subsequent recall and intention to purchase. who were exposed to specific ads while listening to music on Spotify. Phase two of dentsu’s research surveyed a group of 1,000 users in the U.S. Phase one of the research tracked consumer ad exposure across three platforms: linear TV, in-feed video on social media, and preroll on video platforms. Our goal was to understand how attentive people are to Spotify ads, and how that attention drives brand choice. Now, the results are in: Spotify’s intimate and engaging ad environment scored extremely high in dentsu’s attention metrics, and is among the top-performing platforms in the study. We collaborated with dentsu and Amplified Intelligence on this latest round of research as their first-ever audio partner, with the goal of understanding how Spotify ads - both audio and video, tested separately and together - score in their attention model. “For phase two, we knew it was crucial to include digital audio, one of the fastest-growing mediums globally.” “The main goal of our Attention Economy program is to build a more sustainable media ecosystem that will result in more meaningful experiences for consumers, as well as more effective media for our clients,” Joanne Leong VP, Director, Global Media Partnerships at dentsu, said. This research has resulted in a new attention-based metric for measuring ad performance, which gives marketers a better understanding of how their ads perform across formats, platforms, and devices. Marketers, meet the new performance metric in town: Attention.ĭentsu International recently released phase two of the Attention Economy, a research project that focuses on the consumer experience of interacting with media and how it differs across digital platforms.