关注焦点:资源 & 来自三个实验室的研究

注意力是一个产生的主体 有很多争论 within our industry – from how it should be defined to utilising it alongside other metrics. While t在这里 is a general sense of agreement that 注意 is a rich and valuable thing to measure, 广告商 want to have a greater understanding of the best way to go about it.  

在这里, 我们重点介绍了三个IAB - IAB英国, IAB澳大利亚 and IAB爱尔兰 – have explored 注意 within the context of digital advertising. 虽然每个倡议都是不同的, the goal across each body of work is similar: to help the industry have a deeper understanding of 注意 as a metric, 如何衡量它，它能显示什么. 

 
IAB英国  

在IAB英国, our focus over the past year has been on demystifying 注意 and educating 广告商 on what it is, 如何衡量它，它能提供什么价值. We’ve done this by bringing together a number of experts with knowledge on 注意 – primarily via an 注意 working group of 25 media owners, 广告商, 机构和测量专家. The key objective of this group was to provide clarity into the subject by producing a set of clear resources. 过去一年有三个主要产出:  

• 关于什么是注意力的概述, why it’s worth measuring and how it drives results at different stages of the path to purchase. 发现这 在这里 

• A matrix of definitions that gives a more in-depth look at the four main types of methods used to measure 注意 - from eye-tracking to salience models. 这也可以下载 在这里 

• For those wanting to embark on the process of measuring 注意, we have also put together 10个关键问题 to ask measurement providers in order to find solutions best suited to your ads 

如果你想更深入地了解注意力，那就去听 我们的播客节目 与电通、哈瓦斯媒体和DoubleVerify合作.  
 

IAB澳大利亚   

IAB澳大利亚 has released its 'Ad 注意 Measurement Landscape Report' to provide balanced information on the emerging techniques for measuring advertising 注意, helping marketers explore which will best work for their activity and business scale. It provides transparency on the methodologies and metrics available in market from nine ad 注意 measurement vendors, as well as perspectives from buy and sell sides of the industry on how they see 注意 measurement developing into the future. 

The report includes a survey showing how the industry is approaching 注意 metrics, including: 

• That t在这里 is huge appetite to explore the use of ad 注意 measurement with 8 in 10 respondents intending to measure 注意 for campaigns over the next year 

• While t在这里 has been a great deal of conversation about ad 注意, most in the industry say they know a little or nothing about the alternate methods for measuring ad 注意 

• While time in view is the most thought of as an effective ad 注意 metric (by 47%),  a range of different metrics are being considered and t在这里 is currently no definitive agreement on a particular metric 

你可以找到IAB澳大利亚的完整报告 在这里, plus explore additional resources relating to 注意 from IAB澳大利亚 including: 

• MeasureUp 2022小组讨论: Does focusing on ad 注意 really solve marketing effectiveness? 

• Q&A: 游戏中的注意力 

• Q&A: 注意力经济中的音频 
   

IAB爱尔兰 

2022年9月, IAB爱尔兰 commissioned Lumen 研究 to undertake a study of 注意 on Irish publisher sites: irishtimes.Com和独立.ie. Respondents were shown five different articles (containing the test ads and other non-test ads) and had their eye movements recorded while they were browsing. They also undertook a 12 minute online survey to measure spontaneous and prompted brand recall, 消息外卖, brand favourability and perceptions of advertising on these sites. 结果包括: 

• Ads viewed on sites with deeper engagement with content - so called ‘Slow Media’ -  gain greater 注意. This study looked exclusively at 注意 on publisher sites w在这里 t在这里 is slower scrolling, 哪一种会带来更大的广告关注度, 更多的注意力意味着更多的回忆 

• 本研究测试的创意人员达到了1.2x more 注意 than global benchmarks and highlight a relationship between 注意 and recall 

• 61% feel that ads on Irish publishers are trustworthy and relevant. Lumen panel data has shown a strong link between trusted sites and increased 注意 

Specific learnings include: local creative gains more 注意 than generic global creative; new creative within a familiar campaign gain more 注意; and creative design needs to consider the digital format to enhance brand recall. 你可以下载完整的研究报告 在这里.