We all know that ads work best if people are paying attention. We also know that viewer attention can be difficult to capture in an increasingly distracted media landscape.
At TVision, we measure if TV viewers were in the room, and if they were paying attention to the content and ads. It takes great creative to keep viewers engaged during ad breaks. For these awards, we evaluated 2021 ads to find which telecommunications brands viewers consistently paid attention to the most.
Many factors contribute to a brand’s ability to engage an audience, including contextual relevance, creative strength, network, daypart, program, and pod placement. When advertisers plan with these elements in mind, attention increases. Even a small increase in attention can produce significant results.
For instance, when brands optimize their campaigns for attention, every incremental improvement translates to significant efficiency gains and greater value from their ad investments. As an example, in the Fall of 2021 a major brand optimized its committed Upfront advertising plan for attention and recorded a 1% increase in overall attention. That 1% increase represented an additional 4.4 million attentive impressions and a reduction in almost $300,000 in wasted inventory - in just 17 days! We’ve also seen that advertisers who optimize for attention see a nearly 4x increase in brand recall.
Want to see the top advertisers for ad attention in other industries? You can find them here: Auto, Consumer Goods, Cosmetics and Hygiene, Electronics, Entertainment, Food and Beverage, Health, Home and Garden, Legal, Financial and Insurance, Restaurants, Travel and Telecommunications.