High-attention media delivers greater profits for advertisers
- News brand digital display ads get +40% more attention
- High-attention media plans boost market share by +12%
- News brands impact on campaign effectiveness has almost doubled since 2018
Newsworks’ new research proves clear link between high-attention digital media and advertising effectiveness
High-attention media campaigns deliver significantly better business outcomes compared with low-attention campaigns, including a 17% uplift in brand effects and a 12% increase in market share growth.
A new in-depth study by Newsworks, Lumen and effectiveness expert Peter Field, found a clear link between attention and advertising effectiveness.
Ads in high-attention media, such as news brands and TV, are more visible, memorable and deliver on key business effects including profit.
The results, which combine data from the IPA Effectiveness Databank, Brand Metrics and Lumen, show that high-attention media campaigns achieve 58% more attentive seconds for every advertising pound spent.
Ads on news brand sites dramatically outperform non-news sites, with 40% more attention, while video ads gain 24% more attention, according to Lumen data.
This high attention to ads on digital news brands directly translates to brand uplifts when it comes to awareness (+11%), consideration (+23%) and action intent (+32%).
Read the full findings in the report below, to learn more about why not all digital display is equal, the link between attention and brand uplifts, and how increasing investment in high-attention media would lead to increased effectiveness.
