It’s not a big surprise that the more you pay attention to something, the better you’ll remember it. But when it comes to mobile advertising, even a few seconds of attention can have a dramatic result on campaigns – for both recall and conversions.
And while eyeball tracking studies are currently limited, we fully expect the focus on attention to grow. That’s why we are declaring 2023 the Year of Attention.
The What Behind the Why
There are a lot of forces affecting mobile in 2023 – privacy, easing of pandemic restrictions, and uncertain economic times fill prediction pieces. But for us, the solution to all of these potential pitfalls for brand advertisers is about attention. Mobile campaigns have evolved beyond pure growth – with focuses on brand building and storytelling. And behind all of this is drawing eyeballs to your creative.
The How Behind the What
Getting attention is easier said than done. A recent byline gave three tips on succeeding in the “attention economy”:
- 1. The Power of Long Form Creative – As mentioned, the longer someone stays with your creative, the better the results, which makes long-form video a useful tool for telling a story.
- 2. Consider the Full-Funnel – Getting attention on a long-form ad when we’re exposed to 10,000 ads a day isn’t easy. Focusing your short form on building brand trust and familiarity can help build a meaningful relationship that will pay off in attention when the time is right.
- 3. Don’t Forget “Lean-Back” Moments – We are constantly using our phones to cure boredom. In those moments – when our thumbs are scrolling for fun – we’re more impressionable. Advertising to specifically capture these moments, when attention spans are more willing, will pay dividends.
Digital Turbine has full-funnel solutions that can help bring attention to your brand and improve your campaign results in 2023. From preloads to rewarded video to programmatic campaigns, we can help you tailor your campaigns to be the “center of attention”.
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