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Attention

Stand out and
be remembered

Maximize attention and memorability with iOL Advertising’s top-tier Attention Metrics.

THE NEW IMPERATIVE

What truly matters is capturing attention.

Attention Metrics are becoming increasingly vital in planning, now standing alongside the most recognized standard indicators. They represent a strategic focal point for all market players, including advertisers, publishers, and media agencies.

Attention is crucial because it measures how effectively an ad captures users’ interest and engages them. In other words, it tells us whether your ad is genuinely grabbing the attention of the desired audience.

LEADING THE MARKET

When it comes to attention, there’s no comparison.

How can we concretely demonstrate the impact of our ad formats in terms of attention?

We commissioned a study from Lumen Research, a globally renowned institute for its expertise in attention analysis, to measure the level of attention generated by our ad formats.

The results show that iOL Advertising formats achieve significantly higher levels of Attention, Memorability, and Purchase Intent compared to the market.

Our formats stand out for their high level of attention: viewers can’t help but notice them.

Our ads stick in the mind: viewers remember the message and the associated experience.

A direct impact on consumer behavior: our formats drive purchase intent.

iOL Advertising Formats’ Attention According to Lumen Research

11x
more attention than a digital display ad
3x
more attention than an Instagram in-feed ad
1,5x
more attention than a non-skippable YouTube ad
4x
more attention than an outstream video ad
7,5x
more attention than a digital display ad
2x
more attention than an Instagram in-feed ad
2,6x
more attention than a 6s YouTube bumper ad
2,3x
more attention than an outstream video ad
3x
more attention than a 30s TV spot
30x
more attention than an Instagram in-feed ad
5x
more attention than a non-skippable YouTube ad

Source: Lumen Research for Attention Italiaonline study, November 2023.

 

Our research with Italiaonline has highlighted how quality inventory can deliver both attention and results for brands. This study is a benchmark demonstrating how publishers can achieve better results for advertisers while also providing a better user experience, with Italiaonline leading the way.

Amelia Wallis
Lead Attention Consultant LUMEN RESEARCH

OUR WINNING MIX

How we create Attention

CONTEXT

The environment where your ad appears must be premium, with minimal ad clutter and high stay time.

iOL Advertising ensures placement on an inventory of properties and URLs that offer high levels of Brand Safety and Brand Suitability.

CREATIVITY

To get attention, creativity needs to be both impactful and seamlessly integrated into the property’s UX without being intrusive.

We create high-impact, certified, and exclusive ad formats that are embedded into the browsing experience, enhancing the memorability of your message.

CONNECTION

Data is the key to everything: targeting the right audience, effective planning, and generating more focus on your message.

With our deep first-party data — spanning socio-demographic, behavioural, and semantic insights — we connect every brand to its target audience with advanced data-driven solutions.

Explore our ADV Formats

Discover all the ADV formats available with iOL Advertising, complete with technical specifications.

view adv formats

Interested in our advertising solutions?

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