Consumers worldwide are exposed to countless advertisements, making the measurement of which messages from brands capture people’s attention more important to marketers. These metrics can help advertisers to improve the efficacy of their campaigns.

“There’s a lot of attention on attention at the moment,” Jason Tonelli, chief product officer at advertising agency Publicis Groupe ANZ, said in this interview with Beet.TV. “The key thing that we’re seeing is that it’s a new metric that can span all channels. There is now a common currency that … can work with television, with radio, with out of home and with digital.”

Consumers increasingly divide their time among a wider variety of media channels and viewing devices, often at the same time. They may watch live sports on linear television while looking at a social media news feed on a tablet or smartphone, or listen to a podcast while handling day-to-day tasks.

“We’re thinking about 10 to 15 devices on at any one time just in the household,” Tonelli said to Rob Williams, senior editor for Beet.TV. “Advertisers and marketers are chasing attention. Being able to understand it at a human level and being able to communicate and connect with people when we’ve got their attention means our advertising is going to be more impactful.”

Oroton’s Test Outperforms Estimates

Publicis recently collaborated with Playground XYZ — the ad-tech company that contextual intelligence firm GumGum acquired last year — to test its platform on behalf of Oroton, Australia’s oldest luxury fashion company.

“We were looking for a partner that really had a good measurement framework around attention using real people,” Tonelli said, “and we were looking for a partner who allowed us to measure and optimize buying.”

The test outperformed expectations for a 10% to 12% increase in click-through rates, and decreases in cost-per-click and cost-per-acquisition metrics. Because the results were available in real time, the campaign could be adjusted to improve its effectiveness.

“What we found with that one campaign was we were over 20% across all those three key metrics…which led us to now take this across the entire group across Australia and looking at how we get this into New Zealand quickly,” Tonelli said. “We saw the power and the influence of the product.”

Renewal of Contextual Targeting

The disappearance of tracking cookies and device identifiers has driven demand for tools that help advertisers improve their audience targeting while also respecting the privacy of consumers. It also has renewed interest in contextual advertising that reaches target audiences when they’re most receptive to messages from sponsors.

“I think we’re going back to the future a little bit,” Tonelli said. “We‘ve had the last 10 to 12 years really chasing the cookie. As we start to look at the world without cookies, we’re starting to look at ways that we can connect with people.”

You are watching “Gaining Consumer Attention in a Shifting Media Landscape,” a Beet.TV Leadership Series presented by GumGum. To learn more about GumGum and the Mindset Matrix, please visit this page