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The term “attention ecology” has been taken up by Teads to optimize digital campaigns.
In digital marketing, the centralization of user attention makes it possible to reduce brand budgets.
As part of the Mediabrands Experience panel, Teads was attended by Monika Cerqueira and Caroline Hugonenc.
During the Mediabrands Experiencethe Teads panel highlighted their approach to the ecology of attention and how, based on these parameters, a brand’s budget can be optimized and generate much more significant results than a digital marketing campaign could experience without taking into account this goal.
The presentation of the panel was borne by the speakers, Caroline Hugonenc, SVP, Teads Research & Insights, who came from France; Y Monika Cerqueira, VP Teads Studio LATAMarrived from Brazil.
Welcome to the Ecology of Attention! was the name of his presentation, which presented studies regarding the work of the brand based on the performance of advertising through social networks and web pages.
Teads: “attention ecology”, the key concept of digital marketing
During the brand conference, the spokespersons pointed out that something fundamental about the concept of care ecology is that it has proven to be a key element within the digital marketing. “It is a very valuable resource, attention is the means to the end and the end is a business result”, declared Caroline Hugonenc before pointing out that users spend about 299 minutes on media content, while of those 84 are exposed to digital advertising.
However, consumers only spend 9 minutes a day of their active attention on digital advertising, which equates to only one percent of their time on digital.
Framed in a context where inflation is increasingly worrisome and budgets are gradually diminished, the leaders gave a lecture on how having the central axis in the user’s attention can not only generate beneficial results in the performance of the digital campaigns, but also allows them to better segment the budgets that are allocated to the campaigns.
And it is precisely that, according to the joint work between Realeyes and Teads5 percent more volume of creative attention leads to a 40 percent relative increase in the awareness market. While the work with Nielsen made it possible to recognize that the work on the measure of user attention can predict sales results by 90 percent.
The spokespersons assured that a common error within the industry is that on many occasions the user’s perception is confused with attention, because even if a user may attend to a message by chance, it does not mean that they are interested, hence Teads leaders stood out at the Mediabrands Experience some of the specialized studies that over the years the brand has been in charge of working around the field of care.
The points that stand out in this field are the following:
- Quality of Media: View time is one of the most important drivers of attention
- Ad Experience: the choice of the user to see the advertising is key
- Relevance: the relevance of the message includes better results
- Creative Optimization: adapting the AD to your platform is a great level of optimization
Finally, through an exclusive interview with the spokesperson Monika Cerqueira, the leader shared the way in which, in times of content and Ads saturation, great performance in advertising can be achieved:
“From Teads’ point of view, it’s achieved by putting the consumer at the center of everything and thinking about what is the most relevant, friendliest and most interactive experience for them. The one that is more outlined with your expectations. Think about why they are in that context, looking at content, consuming an Ad. What we are trying to do is start a conversation with them based on a lot of information. We have been able to do this with consistency, working with a large inventory that establishes that the levels of care and the quality of care are much better.”
Teads stands as a firm that can best support commercial clients, through their specialized studies. With this, the trend in the ecology of attention becomes essential.
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