Feb 9, 2024
On January 30th, Adloox held its first “Attention Event” in Paris, France. Bringing together global companies such as JCDecaux, Publicis, and Jellyfish, along with various local companies, the event featured different keynotes, interviews, and panel discussions on this crucial topic for the digital advertising industry. Here are some key takeaways.
1. DOOH is experimenting ways of measuring attention
Sylvain Le Borgne, Group Chief Data Officer of JCDecaux, talked onstage during the event to present the actions of the number one outdoor advertising company worldwide in measuring attention. Outdoor communication stands out through four key elements: location, frequency, contextualization, and creativity. To facilitate the design of visuals, the Optix solution, based on deep learning, replicates the behavior of human eyes and highlights the visual aspects of the poster that attract the most attention.
2. Both agencies and big brands are starting to align on the attention economy
The event provided a platform for brands and its supporting agencies to discuss advertising measurement and align their objectives, KPIs, and expertise. Baptiste L'Hermitte from Yves Rocher, a major French cosmetics brand, and Camille Baud from Jellyfish, shared insights into their collaborative approach. In terms of attention, this often translates to a strategic combination of peak times and a consistent customer recruitment strategy. All activations cover various stages of the funnel, with a strong emphasis on video, as both brands and agencies recognize these formats capture more attention and engagement time. Jellyfish employs daily platform measurement and incorporates an incremental approach for more significant decision-making. Additionally, attention is a key focus: "We aim to make it a significant performance KPI, integrated from media buying, pre-bid, and post-bid, with a focus on driving results."
3. Publicis goes full IA and premium content to create strong attention and brand recall
Arnaud Lauga, President of Performics, the full-funnel digital agency of Publicis, and of Publicis Commerce, their retail media division, took to the stage to explain the significant role that AI and content partnerships play in capturing attention. According to Kantar Media, advertising memorization has halved in the past 10 years. Publicis, as part of the "Big 6" group, is at the forefront of innovation to counter this trend. According to Lauga, the agency's role is to conduct media planning on innovative channels, leveraging AI (Publicis recently launched MRCL, its AI-powered innovation), and co-created, co-branded, and co-produced premium content. The agency advises and supports advertisers on these topics, including groups like LVMH, to build premium content on Subscription Video on Demand (SVOD) services or streaming platforms, to create attention and distribute content in a context that retains attention.
4. Attention Measurement helps to see more clearly into Open Web advertising dynamics.
Adloox's January 2024 Attention Benchmark for the Open Web was unveiled during the event, showcasing valuable insights derived from Q4 2023 data. This comprehensive report offers market insights and an extended overview of optimal ad placements, devices, and geo-targeting strategies to maximize attention potential. Key findings reveal that in-app and video ads receive 48% more attention than other formats, regular in-stream video ads perform better on mobile web platforms, and industries such as betting, gaming, travel, and entertainment garner the most attention.