The Pursuit Of Consumer Attention

The Pursuit Of Consumer Attention
SHARE
THIS



The future is bright when it comes to gaining audience attention, writes Maxus business executive Luke Maher. Soon, we’ll be able to follow a user across multiple devices, closing the path-to-purchase loop quicker for advertisers.

TARPs. Impressions. Both metrics measure the reach potential of an ad.

But the most important metric for advertisers is yet to be measured – what level of attention these ads actually receive from a consumer. While the industry debates how to accurately measure this, the onus remains with the publisher to provide the most engaging and relevant platforms to capture their audience’s attention.

A few weeks back I headed off on the GroupM Tech Planet trip to Silicon Valley. We visited the likes of Facebook, Pandora, Adap.tv and Yahoo, tasked with the mission of finding out what these companies were doing next to capture consumers’ attention.

Improving the user experience was the universal theme. At the top of the agenda of these tech giants is the task of creating more engaging platforms for their user base through greater targeting capabilities and customisation of content.

We know that people have a lot of distractions while watching video content, with studies suggesting, more than 50 per cent are multi-screening across devices while watching TV. This makes it increasingly important for publishers to adapt and go beyond just a linear experience, simplifying the ecosystem between TV and digital to become platform agnostic regardless of channel. We are starting to see this now in the Australian market through the TV networks fronting as entertainment solutions beyond just the one screen.

The likes of Adap.tv showed that TV TARPs will soon be an outdated metric, and we will move to a conversation around a fuller cross-device experience that will back out to real return on investment. Soon we will have the ability to create user segments across both TV and digital, following a user across the device through the day, and in essence closing the path-to-purchase loop quicker for advertisers. This is already beginning in Australia through MCN’s Landmark platform.

In this new age of data-driven targeting, the power of audience databases is also paramount to the success of all publishers and advertisers. Studies show that consumers are receptive to seeing ads, but they must be relevant.

Facebook showed the power of combining its super-rich database with that of a brand’s database, meshing data together to both minimise waste for the advertiser, and in turn creating an enhanced and relevant experience for Facebook’s user base. A sound example was an automotive client using its CRM database to inform when a user was due for a new car, and finding these people through tailored messaging on Facebook.

The second key takeout from Tech Planet was that platforms must be adaptable to a user’s preferences – creating a deeper understanding through personalisation. Pandora has been the king of customisation since its inception in 2003 in the US, and Yahoo has followed a similar path through its digital magazine content, remembering a user’s interests and behaviour and feeding them more of this content throughout their journey.

The same goes for Facebook, which is using products such as Instant Articles, publishers housing nws content on their platform, to give consumers the content they actually want to read. This not only leads to a richer experience for the customer, but importantly for the publishers it leads to more time and attention spent within their platform.

A switch to attention metrics won’t happen overnight, but it is reassuring to find all roads lead to a fuller and more personalised user experience for consumers.

Please login with linkedin to comment

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]