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Attention 2.0 [Viewability with Brand Impact for Digital Advertising]

26-Sep-2018
MAdTech & Data-Driven Insights Theatre
Attention 2.0 demonstrates how: bold branding, distinctive assets, an attention to messaging, format, and animation, can deliver brand recognition at a glance and further brand impact. Whereas, digital ads with poor creative will fail to provide value even if they achieve lengthy dwell times. Digital advertising has received its fair share of positive and negative press. But, the often forgotten secret of digital advertising is that it’s just advertising. All the guiding principles of making a good ad still apply and success depends on the strength of your creative. Great digital creative can gain attention and impact the brand (even if it’s just a simple banner ad). In partnership with Lumen, Ipsos MORI ran a bespoke research project to ascertain what it takes to gain a viewer’s visual attention and, more importantly, how this can be converted to brand impact. By combining Lumen’s eye tracking capabilities with Ipsos MORI’s Connect:Digital we have established some key rules for making the most of your digital ads, and demonstrate that viewability is irrelevant without brand impact.
Speakers
Mike Follett, Managing Director - Lumen
Nick Watson, Research Director - Ipsos MORI

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