Brand-suitable and contextually-delivered advertising was found to be, on average, 28% more attention than industry-wide benchmarks. That’s more than one second of extra attention per placement, according to a study by Channel Factory and Playground xyz.
Channel Factory engaged with Playground xyz to deliver a comprehensive review of 76 campaigns across eight verticals.
The analysis revealed that Channel Factory’s contextually-targeted solutions outperformed industry benchmarks, generating nearly 70% more attention for skippable ads. Both non-skippable and skippable ad formats consistently demonstrated good performance, exceeding benchmarks 97% and 95% of the time, respectively.
The study, which compared 110 different executions in terms of targeting, creative, ad type and duration, found that the platform’s curated activity delivers above benchmark more than 80% of the time.
Alex Littlejohn, managing director APAC at Channel Factory, said: “Every second of attention on an ad has a huge impact for brands, which makes these results incredibly powerful. They prove beyond doubt the direct relationship between contextual relevance and increased user attention metrics.
“While it stands to reason people will engage more with advertising that’s relevant to their interests, too many advertisers are still ignoring this fact and blindly spraying ad placements in non-curated environments. Channel Factory technology helps brands deliver their campaigns more efficiently and in contextually relevant environments and now with the added benefit of attention measurement and reporting incorporated in their buys.”
Rob Hall, CEO of Playground xyz, said: “Attention metrics give brands the key to understanding how their campaigns are resonating with customers. Our partnership with Channel Factory gives advertisers the ability to understand their YouTube campaigns on a deeper level and drive ROI.
“In today’s world where consumer attention is fleeting, the brand suitability technology that Channel Factory deploys helps drive greater ad relevance, which in turn drives higher attention.”
Playground xyz is also now an attention partner of Channel Factory in six markets across the APAC region and the United Kingdom.
Through this new partnership, APAC and UK based advertisers using the platform can measure and report Attention Time through Playground xyz’s Attention Intelligence Platform (AIP).