Major research project will investigate consumer attention across broadcast, advertising and sponsor content
Just how much attention consumers are exhibiting when watching both TV and BVOD content is the subject of a new major research project kicking off at the Seven Network.
The broadcaster is launching a major attention study in partnership with audience measurement firm, Amplified Intelligence, in order to better examine consumer attention with broadcast, advertising and sponsor content. The project will run for two months and is being pitched as the biggest research effort of its kind in Australia.
Data collection will extend across Seven and 7plus and include the upcoming The Voice Generations program, SAS Australia, the Olympic Winter Games Beijing 2022, the AFL and several news and entertainment programs. Seven said it’s part of the group’s strategic Enhanced Advertiser and Viewer Experience (EAVE) initiative, launched in 2020 and designed to improve the way brands and consumers connect with Seven’s major events and premium content across different platforms.
For the latest research program, Amplified Intelligence is employing eye-tracking technology and proprietary machine learning models to measure the attention generated by ads and content across different timeslots, ad formats and programs.
Seven West Media CMO, Charlotte Valente, said the independently verified study will enable brands to identify drivers of attention that can be used to optimise campaigns and connect with their audience on a deeper level.
“By measuring consumer attention signals, marketers are able to improve their return on investment while also further enhancing the viewing experience for audiences through impactful storytelling,” she said in a statement. “Viewability is still critical in advertising but to get noticed by highly receptive audiences, it's time we all measure and prioritise attention.”
Seven West Media director of sales, Natalie Harvey, added the research “will help our partners understand how to optimise their ad placements to maximise attention and engagement, which leads to better brand recognition, improved sentiment and ultimately action”.
Seven unveiled a number targeted and converged audience media buying offerings harnessing from data and technology platforms as part of its 2021 Upfronts event last October.
Amplified Intelligence CEO and founder, Professor Karen Nelson-Field, said this will be its longest ever TV collection over eight weeks of prime-time viewing.
“We know the amount of attention an environment generates is consistently linked to various business uplifts,” she commented. “Measuring attention is a vital component in the plan, buy and measure loop. For Seven, it offers clear reporting for their sponsors on the performance of campaigns.”
Nelson-Field and her team have developed a media planning tool, called attentionTrace, that uses attention measurements to support advertising efforts.
“Attention has the potential to create a more level playing field from the outset and provide a lens over what value should be assigned to viewing environments beyond the headline price,” she said. “As a human-centred measure, attention is a naturally resilient future-proofed metric. Measuring how humans respond rather than how advertising is delivered offers a more stable future measurement future for the ecosystem.”
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