Attention Flow: Markers On The Path to A Creative Decision
Why are we so laser focused on creative? Because varied estimates attribute anywhere from 43 – 60% of campaign effectiveness to it. Because it’s where a campaign begins. And because, like the serve in tennis, it is the element the brand/player has greatest control over. That is why we remain committed to the primacy of creative and helping clients make it as powerful as possible. The addition of Attention Metrics to our [ReSync] platform is the latest demonstration of that goal. Our metrics, rooted in our [ReSync] integrated insights platform, track attentiveness – from first notice through continuing rises and falls to impact – and provide road maps for optimizing messaging. Main routes point the way to the total market, while side approaches, illuminated by viewer feedback, give insights on how to reach key segments.
In our recent white paper “From Theory to Fact” we shared top lines of attention measures for two commercials. Here we share deeper details of one of them.?