2023-12-29-IAS-美国注意力回报_31页_2mb

THE ATTENTION PAYOFF: Summary

Core Content

The report "The Attention Payoff" explores the current state, perceptions, and future outlook of attention measurement and optimization in the U.S. digital media industry. It highlights the growing importance of attention in marketing strategies, with a focus on how different stakeholders — brands, agencies, and publishers — perceive and apply attention measurement.

Main Findings

Attention Measurement Adoption

• 88% of U.S. digital media experts report their company currently uses attention measurement.
• 83% of experts believe an effective attention strategy is important for their company.
• 78% of attention measurement users are prepared to optimize toward attention in the next 12 months.
• 47% of attention non-users are prepared to deploy attention measurement in the next 12 months.

Attention Signals

• Experts broadly agree that Visibility, Situation, and Interaction are the key signals for attention scores.
• 88% of experts consider visibility signals important.
• 80% consider situation signals important.
• 78% consider interaction signals important.

Attention Metrics by Company Type

• Ad buyers favor nominal scales (e.g., high-medium-low) for attention scores.
• Publishers prefer numerical scales (e.g., 1-10 or 1-100) for attention scores.
• Binary scores are seen as less effective due to limited optimization options.

Business Results Focused on

• Media performance is the most commonly evaluated KPI for attention strategies (84%).
• Revenue opportunity follows closely (73%).
• Other important KPIs include online traffic (44%), ad interaction (44%), and branding (33%).

Business Improvements from Attention Strategies

• 86% of attention users report substantial improvement in media performance.
• 79% report significant improvement in revenue opportunity.
• 76% report improvement in online traffic.
• 75% report improvement in ad interaction.
• 71% report improvement in branding.
• 80% of attention users report substantial gains in two core publisher metrics: daily unique visitors and competitive CPMs.

Challenges for Non-Users

• 47% of attention non-users say their company is not prepared to implement an attention strategy.
• Non-users cite multiple challenges, including lack of resources, knowledge, and understanding of attention measurement.

Key Takeaways

1. Attention Uptake is High and Increasingly Sophisticated

• 88% of digital media experts use attention measurement.
• 83% believe an attention strategy is important.
• 78% of attention users are ready to optimize toward attention.

2. Experts Agree on Key Inputs for Attention Scores

• Visibility, Situation, and Interaction are the three most important signals for attention scores.
• 88% of experts consider visibility signals important.
• 80% consider situation signals important.
• 78% consider interaction signals important.

3. Media Performance and Revenue Opportunity are Most Evaluated

• Media performance is the top KPI (84%).
• Revenue opportunity is the second (73%).
• Online traffic, ad interaction, and branding follow, with varying levels of importance across company types.

4. Attention Lift is Robust Across KPI Categories

• Attention strategies are associated with substantial improvements in multiple KPI categories.
• The most significant improvements are seen in media performance, revenue opportunity, online traffic, ad interaction, and branding.

5. IAS's Attention Model

• IAS's Attention model combines Visibility, Situation, and Interaction to drive business results such as brand impact, conversions, and ROI.
• The model is based on millions of advertising data signals refined by machine-learning models.

Conclusion

Attention measurement is becoming a critical component of digital media strategies, with widespread adoption and increasing sophistication. While experts agree on the importance of key signals, there is still a need for standardization. Publishers and brands are more focused on media performance and branding, while agencies prioritize online traffic. Non-users are less prepared to implement attention strategies, highlighting the need for education and resources to drive broader adoption.