Today TVision, the company measuring every second of TV and CTV viewer engagement, and Realeyes, a leader and pioneer in computer vision and attention and emotion AI, released a new report that provides a blueprint, with real world examples, for marketers to use both pre- and in-flight creative attention metrics to optimize their TV and CTV ad campaign performance.
As the advertising industry embraces the value of attention in advertising effectiveness, “The CMO Guide For Leveraging Creative For TV Attention Performance” illustrates the intersecting roles of creative quality and media in determining an ad’s ability to break through. It outlines how a creative’s attention earning power should be factored into media planning decisions for dayparts and programming in order to maximize campaign impact.
As advertisers seek to develop the best media strategy, they first need to understand the strength of their creative. Realeyes’ pre-market Quality Score measures an ad’s ability to capture and retain attention, and encode the brain through an emotional response. As the ad campaign runs, TVision’s in-market Creative Attention Score measures an ad’s ability to break through compared to other ads in its pod. The two tools combined can enable marketers to identify a much better mix of creative and media excellence, resulting in greater attention and business impact.
“When marketers optimize campaigns for attention based on network or daypart alone, they are underestimating the influence that strong creative can have on an ad’s ability to capture attention,” explains Mikhel Jaatma, CEO at Realeyes. “When marketers measure creative attention pre-flight, and use that data to influence creative selection and media buying strategies, they can increase the impact of low-performing ads, and gain more value from high-performing ads.”
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.
Using front-facing cameras and the latest in computer vision and machine learning technologies, Realeyes measures attention and emotion of opt-in participants as they watch video content online. This empowers brands publishers and technology platforms to inform and optimize their content as well as target the right videos to the right audiences. Realeyes’ technology applies facial coding to predictive, big-data analytics, driving bottom-line business outcomes for brands and publishers. Founded in 2007, Realeyes has offices in New York, London, Tokyo and Budapest. Customers include brands such as Mars Inc, Church & Dwight, Hershey’s and Expedia, agencies Ipsos, MarketCast and Publicis, and media companies such as Google, WarnerMedia and Teads.