How do I use attention to improve campaign effectiveness?

Shows how to use attention to improve campaign effectiveness.
  • Attention is a proven driver of sales and market share, thanks to increased ad recall and memorisation, mental availability and brand choice.
  • Adjusting measures of cost, reach and SOV for attention adds further to planning media for effectiveness.
  • Understanding the attention potential of creative executions pre-airing can also help guide detailed in-market creative and media plans to maximize attention.
  • Human, “right brain”, highly emotional advertising tends to garner more attention; however, branding, demonstrations, graphic messages and shorter ads also have a role to play in capturing and retaining attention....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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