Key Takeaways
1. Many commentators see the cookie changes as a chance to improve current practices. An academic paper that analysed over 90 third party audiences across 19 data brokers showed that they only correctly identified gender 46% of the time (which is worse than random). Marketers are looking to use context-based targeting for possible answers. Publishers are well placed to be part of these 1st party data solutions.
2. The reality is whether you take a targeted or a broad reach approach to your communications, impressions only work if they make an impression. Data will get you to the audience, but it won’t get you their attention.
3. Ground-breaking work from The Attention Council and founding member Karen Nelsen Field, author of ‘The Attention Economy’, has shown a positive link between attention and sales.
4. Magnetic has added to this body of work with their own project using Lumen’s eye tracking approach to QUANTIFY attention to advertising on magazine websites.
5. Ads on magazine sites tend to outperform similar sized ads on close comparator sites. Adverts on magazine websites viewed via desktop get on average 2 seconds of attention compared to 1.4 seconds for other quality digital displays.
6. Because more people look at the ads and for longer, magazines generate TWICE as much attention to advertising compared to other quality digital display.