Resonant Attention

Luckily we almost had a concept of impact indices because some clients insisted we use Starch Noting scores as impact indices in buying magazinesMany years later the industry is mostly still buying the cheapest stuffTRA 20052014 changed that to some degree Mediavest used the TRA index of Heavy Swing Purchasers as its impact index Fortunately Mediaocean has a column for an impact index Numerous TRA clients stood up at ARF conferences to confirm that bank account validation proved the TRA numbers were right amp8211 ROI did go up if you used the impact indices amp8211 including Kraft Mars Constellation three anonymized MediaVest clients GroupM et alThe driving need for impact indices today is because of digital The need to filter for fraud and brand safety necessitated some kind of media placement scoring of ad impression qualityThe original impact indices were about degrees of goodness The first digital era impact indices were about degrees of badnessNext came viewability which inspired around 30 companies to light up the Attention level in the ARF Model which was originally called Perception and Starch Noting scores were the only industry entity in that field at the time Starch was based on interviewingThe ARF Attention Study Phase 2 found little connection between attention and sales Playground xyz an attention supplier itself showed proof at ARF AUDIENCExSCIENCE 2024 that attention does drive memory at the upper funnel but does not impact lower funnel I suspect the Phase 3 results will be betterThirty excellent suppliers to choose from for upper funnel one can rely upon attention as an impact index you definitely want to use at least until something beats it It is a far shrewder to use any impact index than to not use any Buying cheaper is going to get poor results which is why agencies are being forced to do more with less amp8211 which is also a losing strategy for brandsBut what about the lower funnel Thatamp8217s where thinking is focused today We must use an impact index and we must therefore use attention because it is available but how do we increase the bottom funnel the ROIYou add Resonance to Attention Resonance can be predicted When you use the two together you will be covered at top and bottom of funnel Seven objective thirdparty sales effect validations including ARF Cognition Council Wharton Neuroscience NCS Simmons et al RMT the first in the category offers guarantees You know Iamp8217m Chairman of RMTARFamp8217s Horst Stipp at an ARF annual conference in 2018 presented two types of context effects impact indices based on a metaanalysis of every major relevant study in the past 60odd years One type which he called Attention is based on the idea that certain program environments rivet you eg the Superbowl The Oscars etc whereas some others might bore you to sleep It is an attribute solely of the mediaThe other type he called Alignment is based on the idea that the more similar the ad to the program the more likely there will be increased ad effectiveness Kwon et al then did an even larger metaanalysis both in the ARF Journal of Advertising Effectiveness in which over 70 studies confirmed the Alignment effect worksHorstamp8217s prophecy came true After that conference the attention field sprung up and now resonance alignment congruence is coming into the pictureItamp8217s looking from the evidence on sales effects that to use Horstamp8217s original terminology Alignment has more leverage than Attention amp8211 the score that reflects both he ad and the context in relation to one another amp8211 is having more lower funnel effect than the score that reflects the attributes only of the media without considering the adI come at it another way How strong is the signal I ask myself If itamp8217s a strong signal Iamp8217m going to want to use it What if I have two signals one stronger than the other My answer is both amp8211 if Iamp8217m trying to get a prediction score Adjusted R Squared Iamp8217m better off retaining some of the other signals not just using the one strongest metricSettling for the one strongest metric is more of that pound foolishness of buying the cheapestFor example this chart from the ARF Attention Study Phase 2 shows that combined techniques can be very strongly synergistic amp8211 The combination of facial emotion recognition and eye tracking has a prediction score of 012 amp8211 whereas facial emotion recognition on its own was 0003 and eye tracking on its own was 003 amp8211 if those were merely additive they would add to 0033 amp8211 instead they add to a number that is 36X greater than thathttpsthearforgcategoryuaresourcearfattentionmeasurementvalidationinitiativephase2report2ndedition2amp160RMT is looking forward to offering Resonant Attention with attention suppliers and already has announced collaboration with Amplified Intelligence Chilmark and Viomba The Viomba combined product is already in market through our copartner Semasio And a neuroenhanced version of it with partner Wharton Neuroscience has also been announcedTogether the attention and resonance industry will bloom into the impact index industry amp8211 providing the Video Advertising Bureau and other purveyors of premium content with the Impression Quality dimension they rightly want so much It will be Resonant Attention that they wantPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Bill Harvey

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