Azerion’s digital advertising formats drive up to 20x more attention than standard formats, according to independent survey
21 November 2022 - 7:02PM
Azerion’s digital advertising formats drive up to 20x more
attention than standard formats, according to independent survey
Amsterdam, 21 November 2022 – Azerion has
announced the results of its brand survey on attention measurement,
revealing that their digital advertising formats drive up to 20x
higher attention compared to standard formats. For advertisers,
every second counts, therefore there is more demand than ever to
understand the creative levers linking attention to brand
performance. This announcement follows Azerion’s contribution to
IAB Australia’s ‘Ad Attention Measurement Landscape Report
2022.’
The survey reveals that Azerion formats generate up to 20x more
attention than standard display. Results also showed that Azerion’s
desktop and smartphone high-impact formats deliver more attention
than any alternative display advertising solution on the web.
Researchers looked at the performance of campaigns with similar
formats and discovered that in all instances, Azerion’s formats
drove significantly more attention than its competitors' formats,
highlighting the power that creative has on viewability.
Sebastiaan Moesman, CRO at Azerion, comments: “We are
excited to take part in this fascinating survey, allowing us to
contextualise how the right targeting and decisioning can drive
attention, and subsequently client outcomes. We have been assessing
the performance of our campaigns for years and are resolute in
continuously improving our products, therefore we are pleased to
give an update on the key factors we have found to be crucial in
driving an effective campaign. Digital advertising can only work if
it captures attention, so we at Azerion are keen to integrate and
ensure that brand, performance, and value are at the heart of every
campaign.”
Azerion conducted the survey with longtime partner Lumen
Research, a specialist eye-tracking research agency, to help brands
and publishers move beyond viewability and enhance their knowledge
in respect to media quality. Lumen measures visual attention across
media and applies the same standard of visibility and display to
everything, enabling users to provide objective, third-party
attention metrics for all of their client campaigns by using
industry-leading eye tracking data. This consistent approach can
estimate various measures of attention across desktop and
smartphone, delivering accurate and predictive data about campaign
performance.
The ability to measure ad attention is highly desirable and a
valuable tool to demonstrate that ads are not only seen, but more
importantly, that there is a direct relationship between the time
spent looking at the ad and brand recall, and in turn, consumer
action. One of the most important metrics used to measure attention
is ‘attention seconds per 1000 impressions.’ Using this metric as
the main expression of attention generated by an ad, researchers
are able to measure the true capability of each ad format's ability
to direct gaze.
With over 200 visual engagement studies, Azerion has been able
to understand which elements of the creative drive more attention,
helping propel impactful creatives to deliver higher attention and
brand performance. For this study, three campaigns were compared.
Campaign One and Two had strong digitally specific layered assets
that were used to help animate and enhance page content. Campaign
Three had basic assets (i.e., flat press imagery and a TVC file)
which limited creative flexibility. Results revealed that Campaign
One and Two had a significant impact on visual engagement time
compared to Campaign Three. In a more recent study, it was found
that sidebars drive more attention than headers, assets on the left
hand side drive more attention than non-video creative, video
creative drives more attention than non-video creative, and
vertical video drives more attention than horizontal.
Recent technological developments and innovations have opened
doors to new opportunities to target audiences efficiently
and effectively through an exciting combination of engaging
creatives, ad messaging, ad placement, and quality of environment.
Digital advertising sits at the core of the Azerion platform,
providing brands and publishers with a wide range of opportunities
to capture the attention of diverse audiences worldwide. As this
technology develops further, Azerion continues to look for new and
creative ways to drive campaign engagement and achieve even higher
performance. By pairing a vast range of high-impact ad formats with
strategic, data-driven research, Azerion has been able to push the
limits of media sales and continuously deliver better value for the
brands they work with. In order to help empower more creative best
practice, Azerion will be looking to extend these studies across
their wider advertising portfolio.
- Ends -
About AzerionAzerion is a high-growth
digital entertainment and media platform. As a content-driven,
technology and data company, Azerion serves consumers, digital
publishers, advertisers, and game creators globally. Azerion’s
integrated platform provides technology solutions to automate the
purchase and sale of digital advertising for media buyers and
sellers, supported by in-market sales and campaign management
teams. Through our technology, content creators, digital publishers
and advertisers work with Azerion to reach the millions of people
across the globe that play Azerion’s games and view its distributed
entertainment content to increase engagement, loyalty, and drive
e-commerce.
Founded in 2014 by two Dutch entrepreneurs, Azerion
has experienced rapid expansion driven by organic growth and
strategic acquisitions. Azerion is headquartered in Amsterdam, the
Netherlands and is a publicly traded company listed on Euronext
Amsterdam. For more information visit: www.azerion.com.
About Lumen ResearchLumen is an innovative
'attention technology' company that enables advertisers and
publishers to optimise attention for outcomes. We have the largest
cross-media and cross-device attention datasets in the world,
collected through our proprietary world-leading eye tracking
technology, covering digital, social, TV, audio, out-of-home,
print, gaming and point-of-sale channels. We work closely with
major advertisers, agencies and media owners advising them on
creative development and media performance. Our technology can be
deployed to support clients with the planning, activation and
measurement of their digital campaigns.
Contact: Investor Relations ir@azerion.com
Media press@azerion.com
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