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28 April 2022
Why focusing on creative attention can save brands money
Brand growthCreativity & effectivenessManaging the marketing function
By mapping creative attention to cost, a study by Realeyes – computer vision and emotion AI company – of 42 YouTube ad creatives across seven consumer packaged goods (CPG) brands demonstrated how increased attention increases share of voice and lowers cost. Conversely, it showed that advertising that performs poorly on creative attention can increase cost because it takes more media spend to have the same impact.