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| Author | Mia Blakeney |
A new study from Ebiquity and Lumen Research reveals the powerful impact of consumer attention on advertising profitability.
Ebiquity and Lumen Research have recently partnered to explore the powerful impact of audience attention on advertising profitability, sharing their normative datasets and expertise in media effectiveness and attention, to reveal how high attention drives considerable business results.
The analysis of their combined data shows a tight relationship between attention and incremental profit.
The report highlights that “at the top of the scale is Cinema, the near perfect environment for attention, where consumers are exposed to full length advertising in glorious technicolour and top-end sound. This delivers an average of 21,610 attentive seconds for every 1,000 impressions, and on average produces £102 of incremental profit”.
Ebiquity and Lumen Research’s robust combined data clearly highlights the correlation between the more attention brands can get for their ad, the more they can maximise profit.
As DCM’s award-winning Centre of Attention research piece, created in partnership with Lumen Research, demonstrated an average 24 seconds of a 30” cinema ad are watched (versus 14 seconds for a TV ad), and 48 seconds of a 60” cinema ad. This level of engagement then has a clear positive impact on the people reached that drives the incremental profit that these latest results from Ebiquity and Lumen show.
Cinema should therefore be an essential part of every media plan, delivering significant uplifts in attention, and in turn, incremental profit.
DCM’s AV Reach Maximiser tool allows media planners to gain deeper insights into the benefits of integrating cinema into the AV mix, including the attentive seconds uplift from cinema. Find out more and try the tool for yourself.