In a concise and clear 'Industry Voices' article written by TVision CEO & Founder Yan Liu for Stream TV Insider, Yan explains how 'attention metrics have simultaneously emerged as one of the most effective ways to measure, value and improve the impact of CTV inventory.'
To help illustrate the importance and value of attention in CTV advertising, he highlights the commitment Origin has made to creating first to market ad formats designed specifically to help elevate viewer engagement (aka attention).
Here is what the article says about Origin:
Real world implementations are proving the value of optimizing for attention within CTV advertising. Origin, a creative technology company that among other proprietary ad formats offers advertisers a zero-code Native CTV ad format, Slingshot, which is designed specifically to maximize viewer attention, recently delivered a CTV ad campaign for VISIT FLORIDA.
For this campaign, Slingshot was used to create contextually-aligned, data-fed 15 second native “Ad Toppers” that ran directly ahead of VISIT FLORIDA’s ads and drew the viewers’ attention to the screen by showing them up-to-date weather forecasts across Florida.
We all intuitively know that context increases attention, and Origin proved this to be true with this campaign. Visit Florida achieved a 64% increase in attention, compared to the same ads that ran without the Native Ad Toppers. And the increase in attention delivered results further down the funnel.
Origin and VISIT FLORIDA saw a 16.2% increase in ad recall, as compared to ads that were not optimized for attention.
The companies also recorded a 2.25x lift in ad viewers who were considering a vacation to Florida.
There was also a 73% increase in intent to seek more information about Florida, compared to viewers who saw the ad without the attention-increasing Ad Toppers.
When brands like VISIT FLORIDA optimize their campaigns for attention, every incremental improvement translates to significant efficiency gains and greater value from their ad investments.
Understanding how content and creative captures attention and identifying ways to measure and improve attention within CTV media plans and media valuations can help marketers uncover value and make smarter decisions with their CTV investments.
Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.
Fusing pioneering CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's products are embraced by brands, agencies and platforms who are looking to deliver a truly personal storytelling experience to their audience.
Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at www.originmedia.tv.