美国注意力回报（英）

U.S.EDITIONTHE

ATTENTIONPAYO

F

FExploringtheperceptionandfutureoutlookooptimizationindigitalmediaNOVEMBER20231STUDY

DESIGN

ANDOBJECTIVESTHE

ATTENTION

PAYO

F

FFIELDDATEAugust2023Althoughmarketers

agree

ontheimportanceodividedonhowto

properlyharnessit,

wmethodologiesincreasinglydiversified.PARTICIPATIONN=255U.S.digitalmediaexpertsIntegral

Ad

Science(IAS)partneredwith

YouGov

toassessthestate,perceptions,andoutlookodigitalmedia.Inthisstudy,

we

identifythemostimportantandmeaningfulBrands(n=100)Agencies(n=104)Publishers(n=51)signalsfeedinginttracked

bratTHE

ATTENTION

PAYOFF

|2HOW

DOMEDIA

EXPERTS

CURRENTLYMEASURE

ATTENTION?88%We

currentlymonitorvariousperformancemetricsasaproxy

to54%deterWe

currentlyuse39%developedin-houseof

mediaexperts

saytheircompanycurrently

usesWe

currenmetricsprovidedby

athird-partyverificationvendor36%Q.

Pleaseselectthestatement(s)thatbestdescribe(s)theuseoTHE

ATTENTION

PAYOFF

|

3ATTENTION

USERSON

THEBUY

SIDEANDSELL

SIDE

TAKEDIFFERENTHOW

DOMEDIA

EXPERTS

CURRENTLY

MEASURE

ATTENTION?(ADBUYERS*

VS.

PUBLISHERS)57%We

currentlymonitorvariousperformancemetricsasaproxy

to43%deterAPPROACHES

TOATTENTION41%We

currentlyuseMEASUREMENTdevelopedin-house33%34%We

currentlyuseprovidedby

athird-partyverificationvendor43%Ad

buyersPublishersQ.

Pleaseselectthestatement(s)thatbestdescribe(s)theuseo*Ad

buyersincludebrandsandagenciesTHE

ATTENTION

PAYOFF

|440%LESS

THANHALF

OFMEDIA

EXPERTS

SEEA

NEEDFOR

ANATTENTIONof

mediaexperts

agreethaSTANDARDstandard

endorsedby

amajortrade

group

isnecessaryQ.ThinkTHE

ATTENTION

PAYOFF

|

5HOW

IS

ATTENTIONMEASURED?ATTENTIONAt

·

ten·

tion(ə-ˈten(t)-shən)A

measureof

whetherornotanadisresonatingwithconsumersandcanbelinkedto

businessresults.AsestablishedinIAS’sTakingActiononpaperwhitemethodologyleveragessignalsacrossthreekeycategories:Visibility,Situation,andInteraction.IAS

researchencompassingmillionsof

advertisingdatasignalsrefinedby

machine-learningmodelshasfoundthatbusinessresults,likeconversionsorsales,mustbepresentto

determinethaTHE

ATTENTION

PAYOFF

|6VISIBILITY

ANDSITUATION

SIGNALS

ARE

MOSTIMPORTANT

TO

MEDIA

EXPERTSATTENTION

SCOREATTENTION

SCOREVISIBILITY

-88%SITUATION

-80%INTERACTION

-78%Time-in-viewViewability40%40%39%BrandsafetyAd

size35%33%Ad

interaction40%Eyetracking36%Brandsuitability27%26%25%20%18%Activepagedwelltime25%24%Ad

frequencyContextualrelevanceVideoadcompletionScr38%Ad

shareofscreenAd

densitySoundmute/unmute20%Fullscreenview29%Videoplayerplay/pausePagegeometry20%Q.

Inyouropinion,whichof

thefollowingmetricsare

mostimportantincalculaTHE

ATTENTION

PAYOFF

|

7WHICHMETRICS

ARE

MOST

IMPORTANTINCALCULATINGAN

ATTENTION

SCORE?(BY

COMPANY

TYPE)MEDIA

EXPERTSAGREE

ONATTENTION

SIGNALSBrands90%87%86%88%AgenciesPublishersOverallVisibilityMediaexpertsbroadlyagreeabouttheimportanceof

allsignals—Visibility,Situation,andInteraction—fscores.81%80%Situation80%80%WhileVisibilityandSituationare

well-knownInteractionhighlightsanunder-discussedfact81%75%Interaction80%78%Q.

Inyouropinion,whichof

thefollowingmetricsare

mostimportantincalculaTHE

ATTENTION

PAYOFF

|

8SOCIAL

MEDIA

ISTHETOP

TARGET

FORATTENTIONWHICHFORMATS

DOMEDIA

EXPERTS

LIKE

TO

HAVEMEASURED

ANDOPTIMIZED

TOWARD

ATTENTION?Socialmedia61%MobileappMobileweb53%MEASUREMENT46%Search42%39%39%Beyondsocialmedia,mobileapps,andmobileweb,

adbuyers

andsellersdon’tseeeye-to-eyeonwhichDigitaldisplayDigitalvideoGamingformatsshouldbethefocusfmeasurement.33%Forexample,nearlyhalfof

publisherswanmeasurementondigitalvideoads,butonly37%

of

adbuyers

agree.Digital-out-of-homewasflaggedforDigitalaudioConnectedTVRetailmedianetworksNative29%25%24%21%18%only10%of

publishersagree.*Digitalout-ot-homeQ.

Whichof

thefollowingdevices,environmentsorformatswouldyou

liketo

havemeasuredandoptimizedtowarNotes:*seeappendixChart1for

additionaldata,includingdataby

companytype.assets/campaigns?THE

ATTENTION

PAYOFF

|9AD

BUYERS

FAVO

R

NOMINAL

SCALES

FOR

ATTENTION

SCORESWHILEPUBLISHERS

PREFERNUMERICAL

SCALESWHICH

ATTENTION

METRICFORMATS

ARE

MOSTUSEFULFORDIFFERENT

COMPANY

TYPES?*OVERALLAD

BUYERSPUBLISHERSTHE

ATTENTION

PAYOFF

|

10Notes:adbuyersincludebrandsandagencies;*seeappendix

Table

1for

scaledescriptionsMEDIA

QUALITY

ISTHETOP

KPIWHICHBUSINESSRESULTS

ARE

MOST

IMPORTANTFOR

ANATTENTION

STRATEGY?MONITORED

BYATTENTION

USERSMedia84%performance**Revenueopportunity73%Revenueopportunitywasthesecondmostcitedcategory,

including34%whoendorsedthemostsought-afterKPI

f44%OnlinetrafficIncreasingonlinetraffic,interactionwithads,andimprovingbrandingfollowedwellbehind.*44%Interactivity33%BrandingQ.

Whichof

thefollowingbusinessoutcomesare

mostimportantinyourcompany’Notes:*seeappendixChart2for

additionaldata;**Mediaperformanceincludes:averagetime-in-view,videoadcompletion,brandsafety/suitability,viewabilityrates,returnonadspend,adfraudrates,competitiveCPMs,andsupplypathoptimization.THE

ATTENTION

PAYOFF

|

11FOCUSONWHICHBUSINESSRESULTS

ARE

MOST

IMPORTANTFORAN

ATTENTION

STRATEGY?

(BY

COMPANY

TYPE)BUSINESS

RES

ULTSFOR

ATTENTIONVARIES

AMONGCOMPANY

TYPES87%85%Mediaperformance**79%84%76%75%Revenueopportunity64%73%Bothmediaqualityandrevenue

opportunitystandoutamongadbuyers,butpublishersare

muchlesslikelyto

citerevenue

opportunityasameasureof

successfBrands39%49%AgenciesPublishersOverallOnlinetraffic43%44%44%42%48%44%Agenciesare

mostlikelyto

citeonlinetraffic(49%)asanimportantresult,

withbrandstheleastlikely(39%)to

mentionKPIsinthiscategory.

Ofallthegroups,publishersare

mostfocusedonadinteraction(48%)InteractivityBranding***33%32%36%33%andbranding(36%)askey

resultsf*Q.

Whichof

thefollowingbusinessoutcomesare

mostimportantinyourcompany’Notes:adbuyersincludebrandsandagencies;*seeappendix

Table

2for

additionaldata;**Mediaperformanceincludes:averagetime-in-view,videoadcompletion,brandsafety/suitability,viewabilityrates,returnonadspend,adfraudrates,competitiveCPMs,andsupplypathoptimization.***BrandingincludesbrandrecallandbrandfavorabilityTHE

ATTENTION

PAYOFF

|

12ATTENTIONHOW

MUCHHAVE

THESEKEY

BUSINESSRESULTS

IMPROVED

SINCEYOUR

COMPANY

IMPLEMENTED

AN

ATTENTION

STRATEGY?(%substantialimprovementby

KPI

category)STRATEGIES

CANIMPROVE

KEYMedia86%BUSINESS

RES

ULTSperformance**Revenueopportunity79%A

vastmajorityosubstantialimprovementinmediaqualityKPIs,withanother79%citingsignificantimprovementinrevenue

opportunity.76%OnlinetrafficInteractivityBrandingThree-quartersormorrobustgainsinROAS,

brandsafety,

andnewsales

lift,whichare

typicalfocusareasfor

brandsandagencies.75%71%More

than80%osubstantialgainsintwocore

metricsfor

publishers:dailyuniquevisitorsandcompetitiveCPMs.*Q.

Howmuchhavethesekey

businessoutcomesimprovedsinceyourcompanyimplementNotes:*seeappendixChart3for

additionaldata;**Mediaperformanceincludes:averagetime-in-view,videoadcompletion,brandsafety/suitability,viewabilityrates,returnonadspend,adfraudrates,competitiveCPMs,andsupplypathoptimization.THE

ATTENTION

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|

13IMPROVEMENT

ANDIMPORTANCE

OF

RESULTSATTENTION

USERSREPORT

AMPLEHIGHEROnlinesalesliftMediaperformanceRevenueopportunityOnlinetrafficAd

interactionViewabilityratesNewsalesleadsIMPROVEMENTS

INTHEIRMOSTIMPORTANT

RES

ULTSBrandingVideoadcompletionInteractivityBrandfavorabilityAverage

time-in-viewOnlinevisitationliftPurchaseintentReturnonadspendSubstantialimprovementwasreportedby

more

thanthree-quartersof

respondentsinviewabilityrates,

newsalesleads,andadinteraction—threeof

themostimportantresultssoughtafter

bOfflinesalesliftSoundonwhilevideooraudioadplaysAd

fraudrateDailyuniquevisitorBrandsafety/suitabilityCompetitiveCPMsMonthlyuniquevisitorBrandrecallConversely,

twomeasuresof

revenue

opportunityextendingbeyondthedigitalrealmwere

theleastlikelyto

haveexperiencedasubstantialimprovement:offlinesalesliftandofflinevisitationlift.*SupplyPathOptimizationOfflinevisitationliftLOWERMODERATEIMPROVEMENTSUBSTANTIALQ.

Whichof

thefollowingbusinessoutcomesare

mostimportantinyourcompany’yourcompanyimplementTHE

ATTENTION

PAYOFF

|

1447%OF

THOSE

WHOHAVEN’T

IMPLEMENTEDAN

ATTENTIONST

RAT

EGY,

MORE

THANHALF

SAYTHEIRCOMPANY

ISN’TPREPARED

TO

DOSOosaytheircompanyisprepared

to

implementandoptimizationinthenext

12monthsQ.

Inyouropinion,howpreparedisyourcompanyto

implemenNotes:adbuyersincludebrandsandagenciesTHE

ATTENTION

PAYOFF

|

15ATTENTIONATTENTION

NON-USERPREPAREDNESS

TO

IMPLEMENTAN

ATTENTION

STRATEGYNON-USERS

SEEMULTIPLEWe

havethenecessaryresourcesinplaceto

implement43%CHALLENGES

THATWILL

COMPLICATEEFFORTS

TO

ADOPTTHEMETRICIhavesufficientknowledgeaboutthetopicandcansupportfutureefforts

to

implementan23%20%understoodatmycompanyQ.Thinkingaboutyourcompany'spreparednessto

implemenselectthestatementsthatyou

agreewithfrom

thelistbelow.THE

ATTENTION

PAYOFF

|

1678%BRANDS

ANDPUBLISHERSMEASURINGATTENTION

AREMOST

CONFIDENTTHEY

CAN

EVOLVETO

ATTENTIONOPTIMIZATIONousers

saytheircompanyisready

to

optimizetowardincluding86%of

brands

and79%

of

publishersQ.

Inyouropinion,howpreparedisyourcompanyto

optimizetheirdigitalmediaassets/cTHE

ATTENTION

PAYOFF

|

17ADOPTIONOF

ATTENTION

MEASUREMENT

ANDOPTIMIZATION

IS

NECESSARY

FOR

EXPERTS

ACROSSTHEINDUSTRYMEDIA

EXPERTS

WHOS

AY

HAVINGAN

ATTENTION

STRATEGY

IS

IMPORTANTFOR:ADVERTISERSAGENCIESPUBLISHERS53

47

46%%%THE

ATTENTION

PAYOFF

|

1883%MEDIA

EXPERTSTHINKIT

’S

IMPORTANT

FORTHEIRCOMPANY

TOIMPLEMENT

ANEFFECTIVE

ATTENTIONST

RAT

EGYof

mediaexperts

sayhavinganeffectiveimportant

for

theircompanyQ.

HowimportantishavinganeffectivTHE

ATTENTION

PAYOFF

|

191KEY

TAKEAWAYSof

mediaexpertssaytheircmeasurementalready88%83%78%47

%ATTENTION

UPTAKE

ISHIGH

ANDINCREASINGLYSOPHISTICATED,BUTATTENTION

NON-USERSARE

UNPREPAREDof

mediaexpertsthinkitisimportantfor

theircompanyto

havoare

prepared

to

optimizeinthenext

12monthsoto

deplothenext

12monthsTHE

ATTENTION

PAYOFF

|

202INPUTS

SEEN

AS

IMPORTANTFORATTENTION

SCORESKEY

TAKEAWAYSEXPERTS

AGREE

ABOUTTHEKEY

INPUTSFOR

AN88%VisibilitysignalsATTENTION

SCORE80%Situationsignals78%InteractionsignalsTHE

ATTENTION

PAYOFF

|

213KPI

SEEN

AS

IMPORTANTFOR

ATTENTION,RANKED

BY

ATTENTION

USERSKEY

TAKEAWAYSMEDIA

PERFORMANCEANDREVENUEOPPORTUNITY

ARE

THEMOST

COMMONLYEVALUATED

ATTENTIONBUSINESS

RES

ULTS84%Mediaperformance73%Revenue

opportunity44%Onlinetraffic44%Ad

interaction33%BrandingTHE

ATTENTION

PAYOFF

|

224ATTENTION

USERS

WHOCITESUBSTANTIALATTENTION

LIFTBY

KPI

CATEGORYKEY

TAKEAWAYSATTENTION

LIFT

ISROBUST

ACROSS

KPICATEGORIES86%Mediaperformance79%Revenue

opportunity76%Onlinetraffic75%Ad

interaction71%BrandingTHE

ATTENTION

PAYOFF

|

23TAKING

ACTION

ON

ATTENTIONfindingsfrom

millionsof

advertisingdatasignalsrefinedbyIAS’S

ATTENTION

MODELmachine-learningmodels.Visibility+Situation+Interaction=We

foundthatbusinessresults,likeconversionsorsales,mustbepresentinATTENTIONRES

ULTSoccurred.WANT

TO

LEARNMORE?ACT

ON

ATTENTIONTO

D

AY.●●●BrandimpactConversionsROIACCESS

THEREPORTTHE

ATTENTION

PAYOFF

|

24APPENDIX25Chart1.MEDIUMSSUBJECTTO

ATTENTIONMEASUREMENTACCORDING

TOMEDIA

EXPERTS,

BYCOMPANY

TYPEQ.

Whichof

thefollowingdevices,environmentsorformatswouldyou

liketo

havemeasuredandoptimizedtowarassets/campaigns?THE

ATTENTION

PAYOFF

|

26Table

1.

ATTENTION

SCALE

DESCRIPTIONSA

scalethatrenders

aquantitativesymbolizationoThistypeof

scaletypicallyoffers

anuancedmulti-pointscaletenablingusersto

finetunetheirdigitalmediaassetsorcampaignsto

target

prNUMERICALSCALElevels.A

scalethatuseslabelsto

classifymeasurementsintoclasses(e.g.,high-medium-low).

Thistypeof

scaleoffers

somenuancewhilefocusingonhighlevenablingusersto

quicklygaugetheperformanceof

theirdigitalmediaassetsorcampaigns,NOMINALSCALEbutprovidingfewer

levers

to

optimizefA

scalethatassumesoneof

twopossiblevalues(e.g.,Yes-Notypeof

scalegivesimmediatefeedbackasto

whetherornoOptimizationchoiceswillbelimitedto

a