In a fragmented media landscape, attention is becoming harder to find. That’s exactly why we’ve launched our Attention Brand Impact product in partnership with Lumen providing the industry with a better understanding of how attention levels impact the performance of advertising.
The Attention Brand Impact product can be deployed across digital advertising campaigns through using pixel technology to measure exposure. Once this has been tracked and isolated, a proprietary On Device Research panel are served a brand impact survey. Brand uplifts are then measured, comparing an exposed and a control group.
We approach every client campaign uniquely, exploring individual objectives and identifying key ways to ensure a true reading of KPI’s can be delivered. Our consultative approach thereafter helps clients to extrapolate the insights from the data gathered which in turn forms actionable insights informing future planning.
The key building blocks for our solution are our tracking technology, proprietary cleansing algorithm, survey platform technology, and our fully opted in device ID panel.
We embed our tracking URL into the ad creative. We have innovative tracking technology that measures exposure across in-app and browser (both mobile and desktop).
In-app: Collect Device ID in our exposure engine, cleanse the IDs and match these to our panel and/or dynamically retarget IDs. For Desktop and Mobile Browser: we deploy first party cookies to track ad exposure against our panel of privacy-first opted-in panelists.
Our panelists are then asked to complete a survey 24-48 hours after exposure.
Test & control survey groups are used to isolate the brand impact with results compared against the On Device norms database of 500+ studies.
These insights are combined with an attention score from an exposed Lumen panel, where eye tracking technology is employed to derive attention scores for each campaign. On Device Research combines the two data sets, with outputs enabling the measurement of whether high or low attention impacts the effectiveness of a campaign in shifting brand perceptions.
We measure brand impact throughout the purchase funnel: from awareness, to consideration to purchase intent
We also measure three key dimensions that speak to the power of digital: emotional engagement, message resonance, and consumer action
By applying campaign buy details to brand impact results we can also report on Cost Per Brand Uplift (CPBU), Cost Per Potential Purchaser (CPPP), Return on Brand Impact (ROBI), Total Potential Campaign Return (TPCR): applying a layer of bottom-line indicators to brand metric reporting.
Accountability: Deploy truly independent third-party verification to assess the impact of digital media ad spend and provide the transparency and trust often lacking in digital metrics reporting.
Behavioural and Attitudinal: Cross-reference the often-overlooked brand impact of frequency of digital exposure with behavioural metrics relating to attention and viewability.
Accurate and timely: Superior data quality transformed into actionable insight, delivered days after the field work period ends, allowing for nimble decision-making.
Working with On Device Research has helped us further demonstrate the intrinsic value of Smart TV data in an increasingly fragmented landscape. In 2020, we conducted a total of 20 studies which, on average, drove our prompted brand awareness by +10%. Their knowledge and expertise allowed us to delve deeper into each study’s findings and extract truly valuable insights which ultimately helped us continue to grow as a business.
Director of Corporate Communications