Ozone partnered with Lumen Research in early summer 2021 to dive into the topic of attention, which is the subject of our latest Better Future Series white paper
As touched on in our previous white paper, ‘Effective measures of success in digital advertising’, consumer attention has proven to be a focal point in advertising effectiveness.
However, attention is a metric that is complex and arduous to extract. This is where companies such as Lumen Research can aid in obtaining a robust statistic for attention that is both reliable and transparent.
The first half of this paper delves into the technicalities of Lumen’s methodology and the steps one must take to drive up engagement and attention. There are two main rules: one being the bigger the ad the greater the attention benefit; the second being the less on-site clutter the more attention an ad receives.
The second half of the paper looks into scaled insights from premium first-party data. Boston Consulting Group conducted a study that found that one of the biggest drivers of marketing results was the use of first-party data. What makes it so useful is that it is differentiating, relevant and high quality as it stems from the source and has not been touched by any third party.
This is what allows Ozone to be so brilliantly unique. By reaching nearly all of the UK’s online population through trusted publications, relevant and high quality first-party data is in abundance. Advertisers who set campaigns through Ozone will experience greater attention and higher engagement.