Why focusing on creative attention can save brands money | WARC | The Feed
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Why focusing on creative attention can save brands money
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.
Why it matters
Advertisers often thwart their potential by over-relying on media and channel spend as marketing performance inputs even though creative is often the dominant influence on campaign success.
Takeaways
- Videos that perform...
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