An industry-first study into advertising effectiveness has found that the right mix of powerful creative, high-attention media and increased investment will maximise brand return on investment (ROI).
Compiled using data from the Australian Council of Advertising’s (ACA) Effectiveness Database alongside attention metrics from Amplified Intelligence and emotional response testing from System1, the Triple Opportunity of Attention Study assesses the impact of creativity, attention and Extra Share of Voice (ESOV) on business growth.
The study found that the specific platform chosen by brands is crucial, with the differing decay rates of various platforms playing a pivotal role in business success. Higher-attention platforms will amplify key metrics such as customer acquisition, brand profit growth and market share.
“Every single format, platform, ad length and demographic has a slightly different attention decay curve. This is literally why not all reach is equal. Attention decay impacts how much attention is paid and how many branded moments are seen, it also impacts the number of people who see your brand because fewer people watch across time,” Amplified Intelligence founder, professor Karen Nelson-Field, said.
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“I guarantee that with less reach and fewer eyes on your brand, you won’t be thought of at the purchase occasion but your larger competitor will. The opportunity for marketers is what they can do creatively to nudge attention so that this decay curve is less acute.”
Creativity was also found to be an invaluable driver for profit growth, with a brand’s ability to leverage drama, emotion and critical moments proving vital in driving high-attention, memorable content.
Spending on excessive share of voice as opposed to negative share of voice was also found to be to an important factor.
Whilst each factor on its own was not found to help the commercial impact of an advert – when combined together, ROI was maximised, unlocking the triple opportunity of attention for advertisers.
System1 chief innovation officer Orlando Wood added: “Creative can develop an emotional response in the viewer by drawing on the artistic principle of moto e azione; the outward expression of internal feeling via the face and body, the moment of revelation, an emotional turning point.”
