Looking at attention through the lenses of brand familiarity and media quality yields insights with practical applications

Looks at the interplay between media quality and brand familiarity in building attention, based on research from the video SSP Teads and the digital insights platform Cint.

Making an impression on consumers with advertising does not present the same challenge for every brand, speakers from video supply-side platform Teads and insight-gathering platform Cint told the Advertising Research Foundation’s AUDIENCExSCIENCE 2024 conference in March.

In fact, a joint research project from the two companies found that brands that already have a reservoir of strong emotional affinity with consumers need to do less – both in terms of frequency and ad quality – to shift the needle on attention and consumer intent.

In other words, the level of brand familiarity before exposure to an ad determines whether the ad...

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