10,000
The Power of Attention on Mobile
In this study, you’ll learn why:
Advertisers should only opt for fully on-screen formats where 100% of the pixels are in view for the entire ad duration.
They need to accurately understand attention performance. It’s not sufficient to only measure if an ad was seen, it’s crucial to consider how long it was viewed for. Viewability is just the starting point of the attention funnel.
The only KPI that counts for campaigns is Fully On-Screen Rate for 50% duration. This metric is available in Moat, IAS, and DV, and gives the most meaningful understanding of video performance and attention.
10,000
Discover the answers in
our study conducted in partnership with Lumen Research and start benefiting from the power of attention.
Two billion people watched the European Championship 2016 live on TV*, making it one of the most watched sporting events in the world.
With the rise of mobile usage, football fans are not just watching the game on TV. They use their mobile phones before, during and after the match to keep up to date with the latest news surrounding their National Team. This is the perfect opportunity for brands to associate their brand image with one of Europe's most popular events.
* Source: espn.com
In this study, you’ll learn why:
Ogury partnered with Lumen Research, a third-party specialist in attention measurement with eye-tracking technology, to better understand how much attention our formats generate in-app and on mobile web. Using Lumen’s attention funnel as the base, we considered engagement on an ad or page, integrated eye-tracking and brand recall measurement to build a complete picture of attention generated. It was then mapped against the market average.
This study is a must-read for any marketer looking to build a brand that’s readily recalled when consumers make branded purchase decisions.
Unveiling the attention funnel.
Advertisers should only opt for fully on-screen formats where 100% of the pixels are in view for the entire ad duration.
They need to accurately understand attention performance. It’s not sufficient to only measure if an ad was seen, it’s crucial to consider how long it was viewed for. Viewability is just the starting point of the attention funnel.
The only KPI that counts for campaigns is Fully On-Screen Rate for 50% duration. This metric is available in Moat, IAS, and DV, and gives the most meaningful understanding of video performance and attention.
While even short amounts of attention (0-1 seconds) can lead to some brand recall, this is not good enough for the world’s most successful marketers and their brands. The chance of ad recall increases incrementally the longer people pay attention to an ad.
Ogury partnered with Lumen Research, a third-party specialist in attention measurement with eye-tracking technology, to better understand how much attention our formats generate in-app and on mobile web. Using Lumen’s attention funnel as the base, we considered engagement on an ad or page, integrated eye-tracking and brand recall measurement to build a complete picture of attention generated. It was then mapped against the market average.
This study is a must-read for any marketer looking to build a brand that’s readily recalled when consumers make branded purchase decisions.
That’s the number of ads consumers are exposed to each day.
Do you really know if your audience pays attention to your mobile ads?
With more brands vying for consumer attention, how do you make an impression?
Are you investing in mobile ads that connect with people and drive measurable impact on your brand?
Discover the answers in our study conducted in partnership with Lumen Research and start benefiting from the power of attention.
Just some of the findings you’ll discover.
Looking at attentive seconds per 1,000 impressions* as the main expression of attention generated by an ad, you can measure the true power of each ad format's ability to attract eyeballs. And Ogury formats generate up to 5X more attention than the market average.
Ogury’s formats were seen by 96% of participants, 29% more than the market average (mobile outstream and mobile display).
They engage viewers 3.2X longer than the market average. While people view mobile outstream and mobile display formats for less than 2 seconds, some viewers engage with Ogury formats for more than 10 seconds.
They generate 36% more brand recall than the market average.
The rewards of attention: connect with people and drive impact.
While even short amounts of attention (0-1 seconds) can lead to some brand recall, this is not good enough for the world’s most successful marketers and their brands. The chance of ad recall increases incrementally the longer people pay attention to an ad.
Download you copy here >>
That’s the number of ads consumers are exposed to each day.
Do you really know if your audience pays attention to your mobile ads?
With more brands vying for consumer attention, how do you make an impression?
Are you investing in mobile ads that connect with people and drive measurable impact on your brand?
Download your copy
Unveiling the attention funnel.
Just some of the findings you’ll discover.
Looking at attentive seconds per 1,000 impressions* as the main expression of attention generated by an ad, you can measure the true power of each ad format's ability to attract eyeballs. And Ogury's formats generate up to 5X more attention than the market average.
Ogury’s formats were seen by 96% of participants, 29% more than the market average (mobile outstream and mobile display).
They engage viewers 3.2X longer than the market average. While people view mobile outstream and mobile display formats for less than 2 seconds, some viewers engage with Ogury's formats for more than 10 seconds.
They generate 36% more brand recall than the market average.
The rewards of attention: connect with people and drive impact.
*Attentive Seconds per 1,000 = % Impressions Viewed (Eyes on Ad. min. 100ms) x Av. view time x 1,000
*Attentive Seconds per 1,000 = % Impressions Viewed (Eyes on Ad. min. 100ms) x Av. view time x 1,000