In 2018, Viewability was the metric du jour and Lumen Research and Inskin were pushing the boundaries of the attention economy and looking at the priming effects of Inskins high impact formats on cheaper, standard impressions.
The headlines of that original “Amplify” study were that high impact formats work harder than standard formats, but also make standard formats work harder.
We showed that skin primed MPUs were 27% more likely to be looked at, looked at for 39% longer, and 140% more likely to have an impact.
Check out the below information, or contact d.tillson@azerion.com to find out more:
“High Impact formats work harder than standard formats -but they also make standard formats work harder”
Amplify 2.0
Skin to MPU
Amplification effect
Purchase
Conversion
Consideration
Awareness
Campaign objectives
Source: “Amplify 2.0”, Azerion UK and Lumen Research (2023)
Amplify 2.0
(2023)
Amplify 1.0
(2018)
Source: “Amplify Project”, Inskin Media and Lumen Research (2018)
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There is also a greater understanding
of the long-term effects of Brand
Building Vs the short-term effects of Sales
activation, so traditionally associated
with Digital, and this helps connect the
dots Identified by Binet and Field.
Azerion offers bigger scale
than Inskin ever could, and
we tested effects between our
Skins, Gaming/Video and
Standard formats
Attention has now become
a mainstream metric with
a huge focus in its ability to
directly drive outcomes
A lot has happened in 5 years
A.I. powered predictive modelling
“Increase in brand spend drives 20%
reduction in performance C.P.A.s”
Performance Driven Insight:
We also worked with our Performance team and
investigated the impact on increased brand spend on
CPAs. Using AI powered predictive modelling we
showed that increase in brand spend at the top of the
funnel could help drive lower CPAs at the bottom
Attention powered tracking
“High Impact formats amplify attention
on performance formats by 43%”
Brand Driven Insight:
Source: “Amplify Project”, Inskin Media and Lumen Research (2018)
Amplify 1.0
(2018)
