26 août 2022
26 août 2022

All Eyes on Mobile Vertical Video: Unlocking the Value of Attention

Since March 2018, dentsu has been measuring attention to advertising through eye-tracking via their Attention Economy initiative. This ambitious project seeks to redefine the way the marketing industry measures, plans and buys media. 

As the pioneer for full-screen, vertical video, Snap suspects that current viewability standards and metrics like duration-weighted impressions tend to underestimate the opportunity of vertical mobile video to impact true brand outcomes. We believe the lean-forward nature of mobile video viewing garners high attention, saliency, and persuasion, and sought to confirm this hypothesis with dentsu.
Beyond confirming overall performance, we sought to provide prescriptive guidance for how to buy effective video on Snap by testing areas such as length, sound, content congruence, and subtitles.
dentsu commissioned the research firm Lumen to conduct both in-the-wild and controlled tests in the US and the UK to capture attention to ads and the short-term advertising strength for each ad experience. Lumen built a prototype of the Snapchat app to insert test ads and explore various ad scenarios. Prototypes were created to test five other digital platforms, including some of the most prominent social apps and video content publishers. For Snap specifically, 400 exposed Snapchat users and 500 control subjects in each country were asked to access the Snapchat Discover tab. Their baseline responses were collected. Each respondent was exposed to up to 6 test ads from major brands while browsing an online environment, with clutter brands added for realism. The design was set up to test different ad durations, the impact of sound (on/off/subtitles) and congruence with content. 
Redefining What is Viewable

According to MRC standards, viewable ads include 50% of the ad “in-view” for 1 second or more for display and 2 seconds or more for video. Unfortunately, these standards can be gamed and, as consumer habits have changed over the years as well as quality of mobile video advertising has improved, these standards may not always equate to “opportunity-to-see”. 

However, Attention (eyes-on-ad) can help us uncover where “opportunity-to-see” truly exists while also being correlated to brand outcomes.  

More importantly, dentsu and Lumen identified new factors that can play a critical role in maximizing attention and outcomes.
  1. Screen inventory matters: There is a meaningful difference between 50% to 100% pixels in view as it relates to attentive seconds.
  2. Full screen matters: Screen coverage improves attentive seconds.
  3. Shorter ads are more attention-efficient: As evidenced, more attention drives more recall and more choice uplift across the board. However, this is especially the case for shorter format video ads, which appear to work harder in a shorter period of time.

Immersive Video on Snap

We learned that Snapchat commercials, fullscreen mid-roll :06s non-skippable video ads, are effective attention drivers. In fact, Snapchat outperformed the competitor platform average across all key metrics: attention, recall and choice. 

dentsu and Lumen’s analysis confirmed that people are leaned in and watching Snapchat Commercials as they consume their favorite Snapchat Discover shows. Not only were they 1.7x more viewable than the platform average, they were 2.1x more likely to be viewed.

High viewership and long dwell times indicate that Snapchat formats generate significant amounts of attentive seconds compared to the overall digital platform average. Snapchat commercials also had 5x the attentive seconds of the competitor platform average. Yes, 5x!

Furthermore, recall for Snapchat reflected attention levels, significantly outperforming the overall platform average. Recall is a critical metric because it’s often more accessible and reliable to measure. In this analysis, Lumen found data that indicates recall is a good proxy for brand choice. Those who didn’t recall had no higher choice than the control, but there was a significant uplift for those that did recall.

Snapchat Commercials effectively converted to brand choice despite their shorter length of :06s. They achieved a statistically significant delta of +7% percentage points above those not exposed to advertising (control cell) and brand choice was significantly higher for Snapchat Commercials (33%) compared to the platform average (29%).

Maximizing Attention with Snapchat Commercials 

Of the best practices brands can leverage to amplify attention to their ads on Snapchat, the “sound on” usage behavior on Snapchat was tied to brand outcomes —  especially where voice-overs, sonic branding, or brand mentions are used. Ads with sound significantly boosted attentive seconds and ad recall. We conducted a/b tests across several dentsu brands that advertise on Snapchat and in each case, there was significantly greater ad recall when sound was on compared to those who viewed the same ads with sound off. 

dentsu and Lumen also found that, across platforms, creative is the greatest contributor to the connection between attention and recall. Commercials that follow our Snapchat creative best practices will have the opportunity to maximize these outcomes – by quickly capturing attention and communicating the brand message efficiently. 

Snapchat peut contribuer à la croissance de votre entreprise.

1Dentsu Attention Econonomy Phase 2 UK