The longer an ad is looked at, the more likely it is to be remembered
Dwell time on advertising
7%
10%
20%
28%
33%
35%
0-1s
0s
1-2s
2-3s
3-4s
4-5s
Strong connection between viewing and sales conversion
Expected dwell time(s)
.5-1s
1-1.5s
1.5-2s
2-2.5s
2.5-3s
0-.5s
0.18
0.15
0.21
0.30
0.39
0.48
Ad Recall
Purchase Intent
Brand Recall
Attention Matters Most
Attention metrics correlate with Ad Recall, Purchase Intent, and Brand Recall
Short Video Form
(6-10 Seconds)
0-1s
1-2s
0s
23%
18%
57%
Mid Video Form
(11-20 Seconds)
Long Video Form
(21-30 Seconds)
Without Attention
Brands Can’t Grow
Mobile is a distracting environment. People SEE thousands of things, but only remember a handful.
More and more brands are leaning into attention, because there is a direct correlation between the attention paid,
and how campaigns perform.
attention paid, and how campaigns perform.
Capture Their Attention
Impressions and reach only get you so far. With people encountering 10,000 ads/day - you need to rise above the fray to get your brand noticed.
It’s Not Enough
to Be Seen
The Metric Shift
from Viewability to Attention
The longer your ad is seen, the more likely it is to be remembered
Being remembered drives brand recall
Brand recall drives Sales & Brand Growth
The more attentive the consumer, the more impact your ad will have.
Attention to advertising
Memory
Retention
Mental
Availability
Brand Growth
(Market share gain)
Brand Decline
(Market share loss)
Mental
Availability
Memory
Retention
How DT performs on attention
Research &
Background
This research study was undertaken by Lumen Research for Digital Turbine and was conducted with the aim of understanding the following:
How did the ads perform in terms
of attention and recall?
How does Digital Turbine as a platform perform in delivering attentive seconds of attention
vs. other platforms?
1.
2.
Lumen specialize in creating ultra realistic in-context testing environments. In these environment every element, from the content to the ads, can be entirely manipulated by Lumen.
For this study Lumen and Digital Turbine created a mobile gaming testing environment. Respondents were exposed to word game for around five minutes in total and were able to scroll, click, and type all whilst having their eye movements recorded.
Methodology
10-minute online survey with the 150 respondents from the UK, age 18+. They accessed Lumen software via their mobile devices, turning their device into an eye tracking camera.
To obtain as ‘live’ engagement data, the respondents were exposed to an interactable gameplay session of Word Puzzle Game within which ads from various brands were shown.
Respondents then answered spontaneous and prompted recall, brand awareness, message recall and consideration questions.
Attentive seconds per 1000 impressions
This composite metric helps us understand the true power of advertising to deliver ‘eye balls’ for advertisers and can be used as a single metric to assess inventory quality across media channels.
Methodology
% Viewed
(of all impressions)
Avg Viewed Time
(of all impressions)
Attentive Seconds per 000 Impressions
(of 1m exposure)
80%
1.5s
840s
impressions actually seen
average view duration
% viewed
X Avg Viewed Time
X 1000
For people to view the ads, they had to have requested a clue to the game, before the clue was given, a non-skippable and full-screen ad would have played. Games such as Word Puzzle which have an interactable and intrinsic way to include ads can be a great way to engage and retain gamers attention.
98% of Gamers Viewed the Ad
% Viewed
Mobile and Desktop Gaming Benchmark
98%
88%
Once attention was captured, the average time spent viewing the Digital Turbine ads was 1.1x higher than the Gaming norm. Knowing that there would be a clue or a hint after the ad finished, likely retained engagement to the ads.
Ads Were Viewed
on Average for
22 Seconds
Avg Viewed Time
22 secs
19.5 secs
21,828 Seconds
of Attention are Generated by
DT Ads
Alternative Seconds
(per 1000 impressions)
21,828
17160
Note that only the Digital Turbine and Gaming results are based on 5 minutes of gameplay exposure and are therefore directly comparable. All other norms are based on a single billable impression.
How Digital Turbine Compares Across Other Channels
Attention to Ads is Directly linked to Recall Channels
This chart shows the correlation between the aggregated attention to all ads and recall. In both instances (spontaneous and prompted recall), the more attention an ad received, the more likely the were to recall it.
Average Viewed Time(s)
Prompted brand recall in context
Spontaneous brand recall
94%
88%
91%
70%
76%
81%
72%
52%
63%
59%
0-10s
10-20s
20-30s
30-40s
>40s
22
69%
82%
21,828
seconds spent looking at
Digital Turbine ads
of participants said that they would either be “very likely” or “likely” to purchase those brands in the future
seconds of attention are generated by DT ads
of people looking at DT
ads recall the brand
Do we have your attention?
Run effective ads with DT
Talk to Us Today
Attention...
please
Decrease in
Increase in
Digital Turbine
Mobile and Desktop Gaming Benchmark
Digital Turbine
Mobile and Desktop Gaming Benchmark
Digital Turbine
98%
of Digital Turbine ads are noticed by gamers
(per 1000 impressions)
22
Attention...
please
Being remembered drives brand recall
Brand recall drives Sales & Brand Growth
Time spent is a measure of quality attention
Conversions per 000
Source: Lumen
Source: Nielsen’s
Source: Amplified Intelligence
The longer your ad is seen, the more likely it is to be remembered