The WARC, which provides unbiased information and insights to the advertising industry, has featured TVision and Realeyes joint report on creative quality's impact on attention. The report, titled "The CMO Guide: Improving Media Efficiency Through Creative Attention" helps advertisers understand how creative strength impacts an ad's ability to breakthrough and engage audiences, and importantly, how advertisers can plan to maximize engagement for high-and low-scoring creative.
WARC subscribers can read the full analysis here.
The full report from TVision and Realeyes can be downloaded here.
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