Measures Ad Attention of Canadians Media

3 CASES : total attention, active and inattention

CASE # 1 : NBA (PLAYOFF SERIES) 

• The NBA playoff on TV win the highest total attention
• The score is impressive : 95.2%.
• Total attention exclude inattention %
• Indicative of good global attention.
• Emotions : anger and envy.

Passive and Active Attention 

• Crucial to fine-tune media strategies.
• Both attention's types are vital in a crowded marketplace.
• Use better attention metrics than ad viewability.
• Effective attention measurement enhance ad ROI
• Included audio media in the analysis of attention's types. 

Understand attention types

Passive attention

• Passive attention involves automatic processing, without conscious effort.
• Low cognitive load.
• Quick and intuitive responses.
• Recognition of familiar patterns.

Active attention

• Active attention requires deliberate concentration on specific stimuli.
• Limited capacity, requires mental effort.
• Oriented towards precise objectives.
• Involves higher cognitive processes (analysis).

Exploitation of attention types

Passive ad

• Eye-catching visuals and striking designs.
• Emotional.
• Low arousal emotional content (e.g., joy but not exaltation).
• Consistent brand elements for quick recognition.
• Intuitive navigation requiring little cognitive effort.

Active ad

• In-depth content (long articles, documentaries).
• Rational
• Demand high arousal emotional content (e.g.,hilarity not just humour).
• Interactive elements (quizzes, polls, comments).
• Complex narratives requiring active attention.
• Data visualizations that facilite detailed analysis.

CASE #2 : THE ID10T PODCAST (FORMERLY "THE NERDISTS")

• The ID10T podcast (The Nerdists) registred the highest active attention index in our study (176).
• Emotions evoked are very strong : exhilaration, hilarity, astonishment, and inspiration.
• ID10T is the only property that has a high index for hilarity in our 2024 report.
• Hilarity is the emotions that most stimulates video sharing on the Internet (Karen Nelsen-Field).
• Surprisingly, the last podcast episode hosted by Chris Hardwick aired in June 2018, yet it continues to attract active listeners, showcasing the enduring power of active engagement.
• Our model EMOTRAITS work with any kind of media not just visual media.

Finding the sweet spot between branding and activation

According to Peter Field and Les Binet, achieving signifiant profit growth requires allocating  60% of your budget to media properties that built Brand equity over the long term (passive attention) and 40% to sales activation for the short term (Active attention).

These pourcentages are more commonly associated with large brands. In our 2024 report, you'll find more specific recommendations tailored to various categories, including : 

• Financial services
• Rational / emotional purchase
• Products requiring many / few research
• Online / Offline brands
• Products with / without innovation
• Retail
• Premium / discount brands
• Established / New brands
• FMCG
• Durable Goods
• Charity / Government

Recency-Based media planning

Passive 

• Continuous low-level exposure to build familiarity
• Constant presence in the consumer's media environment
• Contributes to long-term brand building

Active 

• Aims to capture focused attention at critical moments
• Seeks to be present during purchase decisions
• Reinforces brand associations at key moments

Frequency and timing

• A single well-timed exposure can be effective for capturing active attention
• Multiple exposures over time build cumulative effects (passive attention)
• Emphasizes broad weekly reach rather than high frequency is crucial for both types of attention

CASE #3 : RADIO AD WITH PUBLIC TRANSPORT INDOOR AD 

• The inattention index is 32% superior with this mix media
• Avoid use them in the same periods
• The only emotion associated with inattention: disgust

The Impact of Emotions on Sales

• A Nielsen study reveals that the stronger emotions advertisements evoke (active attention), particularly those that elicite active attention, the more sales increase, and vice versa.
• Research from the IPA (Institute of Practitioners in Advertising)  finds that an emotional ads drive more results than a rational ones.
• Zoolook Intelligence's approach involves identifying the emotional personality traits of your consumers that predispose them most to experience one of the six (6) basic emotions: joy, anger, surprise, disgust, sadness, and fear. 
• From these 6 basic emotions, it is possible to detect up to 40 distinct emotions.
• Our segmentation called EMOTRAITS also help to classify consumers by type of attention.
• Personality traits have the advantage of being very stable over time. 

• According to science, up to 60% of your personality is based on your genetics.

Other factors that influence types of attention

• There is a scientific consensus that multitasking media consumption has a negative impacts  attention to advertising.
• Your general sense of well-being, your mental health (depression, stress), and the quality of your sleep also favor or disfavor your level of attention.
• Those practicing sports performed in a mobile, variable, and unpredictable environment (Baseball, bicycle, motorcycle) tend to exibit heightened active attention.
• From a consumption point of view, openness to novelties and advertising can stimulated stimulate active attention.
• These factors serve as key indicators for designing our EMOTRAITS segmentation.

Practical implications

• Ads evoking strong emotions are more likely to capture and retain active attention.
• Better recall and engagement.
• Media planning should focused on continuous presence for passive attention media while employing  targeted strategies for active attention media.
• Emotional content that captures passive attention can build long-term brand equity and increase profits.
• Content engaging active attention ad can stimulate immediate actions and drive sales.

Conclusion