"Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory. Attracting strong levels of attention and action can be challenging for brands Commercial noise is all around us. Pressure on people's attention has never been more intense, and the debate about the effectiveness of advertising is reaching new levels given that individuals can be exposed to thousands of ad impressions each day across many media touchpoints."
"Within this debate, it's worth noting that addressable TV advertising delivers powerful results for advertisers in terms of brand awareness, consideration, online activity, and sales. Research from Finecast, a leading addressable TV company, reveals that viewers pay 20% more active attention to ads on addressable platforms than they do to those on linear TV. The findings also show that interest in these ads doesn't decline with increasing ad length, and viewers are less likely to be distracted than when they are watching traditional TV advertising."
"To explore the impact of addressable TV on viewers in greater detail, Finecast partnered with University College London (UCL), to run a program of new research. This involved two experiments that reveal important results for brands in terms of the effect of addressable advertising on people's brains, especially when it comes down to attention, emotion, reward, and memory. Harry Harcus, UK managing director at Finecast says: The outcomes of the study were impressive and have significant implications for the media industry."
Addressable TV advertising produces stronger brain activation in networks tied to attention, emotion, reward, and memory, yielding measurable benefits for brands. Viewers pay about 20% more active attention to ads on addressable platforms than on linear TV, with interest not declining as ad length increases and lower distraction levels. Addressable campaigns drive brand awareness, consideration, online activity, and sales. Finecast partnered with University College London (UCL) to run two experiments that measured these effects, indicating a strategic advantage for brands that include addressable TV within their media plans amid intense commercial noise and attention pressure.
Read at www.thedrum.com
Unable to calculate read time
Collection
[
|
...
]