Digiday Pays Attention to Realeyes’ Pioneering Technology

Digiday recently got the memo that attention is in. Their article cited Realeyes as a major influence on the power of attention, alongside some of our competitors. Our VP marketing and growth Max Kalehoff discussed how attention transcended viewability, especially for CPG brands and others that have latent sales cycles.

Attention answers more meaningful questions beyond – did someone see your ad – towards business intelligence – did it capture and retain someone’s attention? And Realeyes can go even further than that by answering these valuable questions: Did it provoke an emotional response? And did it provoke the right emotional response?

Critics Favor Low-Performing Ads for their “Top Rank” Lists

Critics’ picks versus people’s choice awards always illuminate the differences among what is popular, what is interesting to insiders, and what is important based on some valued criteria.

That largely explains why no critic’s annual list of top ad creatives resembles any other critic’s top list, according to Realeyes’ analysis of nine such lists from authoritative advertising trade publications, plus YouTube.

What happens when you put more science or objectivity into the mix? We wanted to know how a cross-section of ads recognized as “Best of 2020” among leading ad-industry watchers performed according to real human attention — not votes, opinions or trending algorithms. We turned to our attention measurement to do just that.

 

What you need to know

  • Only 6 ad creatives from our cross-critic sample of 25 ads were featured in more than one expert list, suggesting widespread disagreement in what defines a great ad.
  • Pundits are most likely to pick low-performing ads for their top lists, with 16 ad creatives, or 64%, receiving a Quality Score between 0 and 4.
  • Only 2 ad creatives were high attention performers across U.S. and U.K. markets, achieving a Realeyes Quality Score between 7 and 10.
  • The top U.S. ad was Match’s “Match Made In Hell” with a Quality Score of 8, and the U.K.’s top ad was the National Centre for Domestic Violence’s “Abusers always work from home” with a Quality Score of 7.

Our sample of 25 highly rated ads were sourced from 2020 top lists from AdAge, AdForum, AdWeek, Campaign, Contagious, Creative Review, The Drum, Forbes, Marketing Week and YouTube. Many lists featured videos greater than 90 seconds –resembling mini feature films We omitted those long-form video to focus on ad creatives more suitable for wide-scale distribution in paid-media campaigns, where brevity is prized.

Additional brands featured in the “The Critic’s Review” report include: The Automobile Association, B&Q, BrewDog, Budweiser, Burger King, Geico, GMC, Direct Line, DoorDash, Expedia, ITV, KFC, Lifebuoy, Match, McDonald’s, Mint Mobile, Ocean Spray, Patagonia, Tesco, Starbucks, TikTok and Travis Scott and Fortnight.

Conclusion: While critics get the luxury of watching ads on demand, those very ads must earn their keep by capturing attention and winning the hearts of consumers. Advertisers that deploy stronger creatives against audiences the audiences the pay heavily to access will achieve greater attentive reach. Attention is a prerequisite on the path to both near-term sales and long-term brand equity.

Perhaps it is time for adland to stop paying attention to the so-called experts when it comes to recognizing the best creative. Instead, the industry should start paying attention to creatives that actually move the needle on measurable attention and brand impact.

Realeyes Wins AI Excellence Awards for Attention Measurement Solution

Yes. we proudly announce that our flagship as testing product PreView was named a winner in The Business Intelligence Group’s Artificial Intelligence Excellence Awards program.

PreView enables brands to maximize attentive reach of their video advertising campaigns by understanding how creative drives attention and generates emotional response — even before a campaign launches. PreView calculates a video creative’s in-market performance by measuring: Capture, the ability to hook attention in the first seconds; Retain, the ability to retain audience attentiveness until the end; and Encode, the ability for brand messaging to create emotional response and memorability.

TikTok UGC and Brand Videos Outperform Other Ad Formats In Driving Attention In Mobile

The popularity of TikTok is surging thanks to the app’s ability to empower people to create, share and discover highly engaging video content. As users of the app quickly learn, TikToks unlocks creativity and authenticity that make for highly luring videos. These videos often feature the world’s largest consumer brands, stemming from both amateur creators, professional creators and the brands themselves.

To help brands understand the potential of TikTok, we independently tested in mobile environment user-generated (UGC) TikTok videos, brand-generated TikTok videos, recent Facebook ads and other conventional TV-style video ads for 11 major consumer brands. . UGC videos chosen were popular ones tagged to the brand, and many had view counts over one million.

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Key Findings

Both brand and user-generated TikTok videos outperform Facebook and conventional ads on Realeyes Quality Score. TikTok UGC videos scored 22% higher than TikTok brand videos, 32% higher than Facebook ads, and 46% higher than conventional ads.

Super Bowl LV Ads Lose Attention, Media Costs Rise

With a global pandemic and a divisive political climate, Super Bowl LV was an unprecedented year for advertisers to show off their creative chops on one of the grandest advertising stages. Realeyes continued its tradition of tracking human response to these highly anticipated video advertising creatives.

Super Bowl LV Highlights

Average Realeyes Attention Quality Score of ads in Super Bowl LV was 4.3 out of a possible 10, down from 5.5 in 2018. After 3 years of decline, the Quality Score of ads is trending near bottom.

Super Bowl LV Ads - Chart 1 - Creative Performance

The Creative Efficiency of all Super Bowl ads measured was 36%, meaning that the average creative asset applied against 1,000 impressions is estimated to have yielded 360 quality exposures. That means that a reach goal of 1,000 quality exposures would have required 3,160 impressions.

Super Bowl LV Ads - Chart 2 - Creative Efficiency

At $5.6 million per average 30-second spot, $2.0 million of media was invested
efficiently on average while $3.6 million was wasted. The most efficient creative was Reddit’s “Reddit -5s” ad, at 86%, while the lowest was Chipotle’s “Can A Burrito Change The World,” at 19%.”

Super-Bowl LV Chart Media Spend

The top performing ad, with a Quality Score of 9, was “Team Anthony Anderson vs. Team Mama T-Mobile Big Game 2021 Commercial.” Perhaps most notable was Reddit’s 5-second ad with a Quality Score of 7. The remaining top performing 6 ads had a Quality Score of 7:

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  Brand Creative Seconds   Quality Score Capture Retain Encode
01 T-Mobile Family Drama 60   9 6.5 93 95.3
02 Amazon Prime Coming to America II 30   7 5.3 65 81.8
03 H&R Block File Virtually 30   7 5.0 65 71.3
04 Inspiration4 Join The First All-Civilian Space Mission 30   7 5.5 80 65.5
05 NFL As One 60   7 5.2 78 61.2
06 Nintendo Switch Awkwafina plays… Mario Kart 8 Deluxe 30   7 5.0 71 86.0
07 Rocket Mortgage Certain is Better 60   7 5.0 65 91.6
08 Reddit 5-Second Ad 5   7 5.0 53 60.6

Advertising Attention Prediction Tool Wins ‘BIG Innovation Award’

We’re excited to announce we won the 2021 BIG Innovation Awards from Business Intelligence Group for PreView, our tool for measuring human response and predicting attention from advertising creative. PreView  competed along with organizations from across the globe. 

How to Pull Off a 75-Person Company Offsite in VR

In December 2020, Realeyes employees from all over the world gathered for the company’s annual offsite meeting. In previous years, this event has brought together our teams from offices in London, Tokyo, Boston, and Budapest, to meet at an exciting destination for several days of collaboration, connection, and teambuilding. This year was no different – with one notable exception. 

Animation of Realeyes VR Summit

Why Attention in Advertising Is Your Best Path to Sales

Performance and direct-response advertising have become a vital piece of advertisers’ marketing efforts. Why? They immediately link to sales.

But there’s a problem. This type of advertising doesn’t help brands build awareness and grow in the long run.

Advertisers invest much of their time and resources in massive and time-consuming rear-view market studies, making them inefficient when it comes to decision-making or planning. Also, while performance proxies like ROAS are incomparable due to dissimilar attribution windows, CPMs are incompatible because ad formats vary. Finally, brand-lift studies and media effectiveness are often relying on self-reported metrics like surveys which are frequently misused and crude proxies at best.