New study reveals crucial link between attention and brand metrics
Havas Media Network and Lumen Research present a groundbreaking study on the impact of attention on key brand metrics. The study analyzes how different attention levels influence brand awareness, preference and purchase intent.
A study commissioned by Havas Media Network, conducted in collaboration with Lumen Research and Brand Metrics, analyzed over 9,000 campaigns and their effect on brand metrics such as awareness, preference and purchase intent. It analyzed 5.6 million impressions and 1.8 million respondents to examine the relationship between predicted attention and desired brand outcomes. The study also provides a detailed ranking of the top campaigns that achieved the highest correlation between attention and brand metrics.
The top 10 campaigns analyzed show that an increase in attention of up to 30 percent increases brand preference and significantly boosts purchase intent. Campaigns with several short attention phases performed particularly well in the ranking. These campaigns recorded up to 25 percent higher brand awareness and a 20 percent increase in preference compared to those with only one long attention moment.
Jon Waite, Global Managing Director of Mx at Havas Media Network, emphasizes: "The new ranking provides valuable insights into the efficiency of attention-driven campaigns. It clearly shows which strategies and attention levels are necessary to achieve the best results." The study not only provides a sound basis for the integration of attention metrics in media planning and buying, but also offers a clear orientation by ranking the best-performing campaigns.
"Brand Metrics was thrilled to provide the brand lift data that makes these ranking results possible," explains Anders Lithner, CEO of Brand Metrics. "Our detailed analysis shows that the most successful campaigns are those that strategically use multiple short attention spikes to consistently improve brand metrics."
