Context, creative and attention: Using attention signals as a feedback loop for context-advertisement alignment

Playground xyz

Putting the right ad creative in the right context can almost double viewer attention, a study by marketing technology company Playground xyz found.
  • Playground xyz studied 683 pieces of creative from 59 advertisers across more than 2,200 digital domains.
  • It examined the role of different “context categories” – say, a beauty brand running ads on a style and fitness site, a women’s fashion platform, and a women’s clothing property – on attention.
  • It found that the top-performing contextual category delivers a 94% uplift in attention versus the average....

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