Playground XYZ Proves Attention Time Drives Better Brand Outcomes For Mobile Ads

Financial data analysis graph showing search findings. Selective focus. Horizontal composition with copy space.
SHARE
THIS



Playground XYZ today released a report titled, “Attention Time: Redefining How Marketers Measure and Optimise Ads in Real Time.”

The report explores a blind spot that has continued to challenge digital advertisers: differentiating between the opportunity for an ad to be seen (known as Viewability) and whether an ad was actually looked at (a metric the company calls Attention Time).

Independent firm Kantar verified the accuracy of the statistical calculations used when analyzing the brand studies contained in the report, which was over a year in the making. A key result across seven separate studies using ads from blue chip brands found that compared to Viewability, Attention Time is 7.5 times more powerful a predictor of driving Awareness, and 5.9 times more predictive when it comes to driving Recall.

“Consumer attention is something we always try to quantify in our campaigns; however, we know that measures like Viewability don’t give us a true picture of who looked at our ad,” said KFC performance marketing manager Matt Richard.

“The results of this research showed us how Attention Time is a very potent metric to drive our brand outcomes, and it’s definitely something we’ll be using moving forward.”

The research coincides with the launch of the company’s Attention Intelligence Platform, the world’s first advertising stack designed to maximize Attention Time on the fly. The platform is fueled by data from Playground XYZ’s custom-built, opt-in mobile web browser.

The web browser captures the users’ eye gaze coordinates using the front facing camera on the device. Consumers explicitly opt in and give their consent, then read trending news articles while the privacy-compliant research is conducted. The Attention Intelligence Platform enables brands and agencies to create and deploy attention-grabbing mobile ads. Along with industry standard metrics such as Viewability, the system reports on which assets are being looked at most and makes real-time improvements to creative and media.

“As an industry, we need to keep exploring new ways to capture and quantify consumer attention,” said Playground XYZ CEO Rob Hall.

“Viewability is a great baseline metric for advertisers; however, this research proves Attention Time is a vital KPI. Our new ad platform optimizes creatives, formats, placements and publishers to maximize visual engagement with ads and by doing so, drives greater Awareness and Recall for brands.”

When consumers use the web browsing market research app to read trending news articles, Playground XYZ makes a donation on their behalf to the The Fred Hollows Foundation, an organisation dedicated to restoring eyesight. The company has already committed to restore the eyesight of 1,000 people.

Adds Hall, “We wanted to create a value exchange for consumers who opt into our app in return for their participation. With this model, their eyesight is literally helping to restore the eyesight of others.”

 

Please login with linkedin to comment

Mobile PLAYGROUND XYZ

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]