TV ad spending is set to reach $62.5 billion in 2021, according to GroupM. That's a 9% year-over-year increase. As ad budgets are allocated to linear networks and CTV platforms this Upfront season, how can advertisers be sure that they are getting the most value from their investment?
Well, we know that ads work best when people pay attention. Yes, it’s intuitive, but even so, optimizing for attention is surprisingly effective. In our recent eBook we cover six actionable tips for how advertisers can optimize their Upfront plans to improve outcomes.
Here is a highlight from our first tip: The Secret to Tripling Your Impact.
Our studies show that if brands optimize their campaigns for high attention, they can achieve the same level of brand awareness with significantly fewer GRPs as compared to un-optimized campaigns.
This chart shows that a campaign that reports low attention will require 2200 GRPs to reach 40% brand recall. But the same ad campaign, optimized to run in high attention programming can reach the same 40% brand recall at just 600 GRPs.
Whether you’re entering Upfront season with a smaller budget than anticipated, or with plans to aggressively increase your presence on linear and CTV, incorporating attention metrics into your planning process can dramatically improve the efficiency and impact of campaigns.
Download our new eBook: Six Things Advertisers Need to Know this Upfront Season, or come back to our blog in the coming days to learn more about how to make the most of your Upfront investment.