Why the metaphor makes the sale warc.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from warc.com Daily Mail and Mail on Sunday newspapers.
Advertisers can no longer reach mass audiences at scale by running TV ad campaigns alone
Independent marketing and media consultancy Ebiquity has created a new pan-media metric, which it claims can better quantify the increasingly fickle advertising attention span of TV viewers and social media members.
Contained within a new research report, The Challenge of Attention, the composite metric allows direct comparisons of attention on TV and digital media by calculating the respective attentive seconds per thousand impressions (aCPM).
Do we have your attention?
Billed as a first of its kind method for making meaningful comparisons between mediums, the metric is likely to give advertisers cause to sit up and take notice, with the promise of more realistic models of campaign effectiveness.
by ExchangeWire PressBox on 21st Apr 2021 in News
Inskin Media, which specialises in high impact digital advertising, has partnered with Right Thing.Media (RT.M) to amplify brand campaigns with social impact messaging within Inskin’s brand-safe marketplace.
Together, they deliver social high impact campaigns and positive social change via the power of advertising.
With Inskin’s high impact formats proven to deliver 15 times the attention of standard display – based on independent attention performance metrics provided by Lumen Research – it is now possible to combine its attention-grabbing formats with enhanced brand affinity from charity and non-profit partners.
What’s more, 10% of total campaign spend can be pledged to a nominated charity or non-profit partner.
Attention matters, argues Faris Yakob, but using it to its full potential is a case of balancing fast and slow media to work across both high and low attention environments.
How fast are you reading this? A meta-analysis of 190 studies suggests the average adult reading speed in English is 238 words per minute for non-fiction (it’s slightly higher for fiction). Whether you are reading this and how rapidly is a function of a number of elements.
The fact that you are reading it at all suggests it is probably relevant to your interests and therefore you probably work in or around advertising. How much attention you focus on it is dependent on the interplay of how much the headline suggests the topic is of particular interest to you, what your pre-existing associations are with the publication and me as the author, and how it is written, displayed and the broader context of consumption.
In-Game Advertising Went Mainstream in 2020 as Pandemic Powered Innovation and Maturity of 2.7-Billion-Strong Global Gaming Market
Share Article
A new report from Bidstack explains how innovation led to programmatic solutions, security and third-party verification of in-game ads, as brands like Coca-Cola, Samsung and McDonald’s piled into the fast-growing market.
Bidstack
“The pace of innovation in gaming and in-game advertising is moving at astonishing speed. Brands that partner with the leading innovators in the space are finding wide-open opportunity and powerful tools that unlock scale while guaranteeing safety andefficacy. LONDON (PRWEB) April 07, 2021 In a new report from Bidstack, the leading gaming monetization and advertising platform, the London-based company explains how the impact of the pandemic led to a breakthrough year for in-game advertising in 2020. While national lockdowns disrupted out-