Seedtag, the leader in contextual advertising in EMEA and LATAM, today released a report "The Power of Contextual in the Attention Economy", which contains the results of a study conducted by Seedtag along with attention-measurement firm Lumen Research. The analysis proves that Seedtag’s ads double the attention of other Outstream Video and similar rich media platforms and drive 3.3x more attention than IAB standard ads by combining the power of contextual intelligence with high-impact formats.
In today’s privacy-first world, the ability for a brand to capture and hold consumers’ attention is becoming a real challenge. However, as the industry moves away from third-party cookies, brands have an opportunity to build meaningful connections with consumers by embracing contextual advertising. These strategies allow brands to deliver relevant ad experiences, fully aligned with consumers' interest in real-time, driving impact and attention while respecting users’ privacy.
Placing brand messages next to relevant content ensures they will catch users’ attention, which will ultimately reflect on sales figures: according to Lumen, ads holding attention for more than 2.5 seconds can drive sales increases of up to 50 per cent. Seedtag partnered with Lumen to dive deeper into their format’s performance, being able to effectively assess the attention quality driven by Seedtag custom formats and placements.
The research involved 1,200 UK respondents aged 18+, whose navigation patterns and viewing behaviour were tracked through eye-tracking technology. The results obtained were then put into context, benchmarking them against main video and display channels.
Seedtag's ads initiated greater noticeability than all other digital channels: Seedtag's ads were more noticed, with 87 per cent ads viewed compared to the low of IAB standard ads with 61 per cent.
Seedtag generated significant view times: Seedtag ranked in the top two in terms of holding attention, with 3.2 seconds average viewing time for each ad or impression delivered, as opposed to outstream video's 1.8 seconds.
Seedtag led with the highest APM Score: Seedtag led among all other digital channels with the greatest APM (Attentive Seconds per 1,000 Impressions delivered) score, driving a total of 2,766 seconds per 1,000 delivered, 3.3x as much as IAB standard units and 37 per cent more compared to social media ads.
The attention data collected within this study has allowed Lumen to build a Seedtag-specific predictive model that provides a deep understanding of its attention performance. By collecting impression-level data through a LAMP (Lumen Attention Measurement Platform) tag, Seedtag is capable of determining the attention score for each format, placement, and domain. These insights allow brands to optimize the attention quality of their campaigns, while avoiding impression wastage.
Paul Thompson, UK and Netherlands Country Manager at Seedtag, said: “The research conducted with Lumen makes it clear that the commonly used industry metrics, such as viewability, are not helpful when determining the attention quality of media investment. Therefore, we should invest time in measuring what really matters and what our customers are, for the most part, paying us to deliver. These results also backed up our unique formula, where we combine cutting-edge contextual technology with creativity, driving outstanding results for our partner brands.”
Michael Follett, Managing Director, Lumen Research added: “Seedtag is a key partner for us and we are excited to be announcing this groundbreaking partnership. Lumen’s attention metrics are based on data and algorithms from our eye-tracking panel, which contains several years’ worth of attention data from hundreds of households – comprising thousands of websites and millions of eye tracking data points. By tracking a variety of publishing environments and ad formats on an impression level, we have identified relationships between attention and other variables and can create effective predictive estimates. This is a game-changer for advertisers seeking reliable data on the impact of their campaigns.”