Yahoo Advertising’s Post

Our latest research with Omnicom Media Group and Amplified Intelligence dives into how devices, domains, and formats impact consumer attention and business outcomes. A few highlights include: - CTV captures the highest Active Attention at 9.7 seconds on average.  - Mobile devices lead in driving sales, boosting purchase intent by 26%.  - Desktop ads follow with a 13% increase. High-quality Yahoo supply increases the likelihood of buying by 21%.  - Clear branding in ads significantly increases purchase consideration by up to 38%. Check out the full results here:

📣 Exciting news from Yahoo! Our latest research with OMG and Amplified Intelligence dives into how devices, domains, and formats impact consumer attention and business outcomes. CTV shines by delivering 9.7 average Active Attention seconds. Mobile devices excel in driving sales, boosting purchase intent by 26%. Yahoo’s premium supply surpasses global benchmarks for active attention, and clear branding in ads significantly increases purchase consideration. Yahoo DSP’s optimized CTV strategies, combined with top-quality inventory from Yahoo Backstage, ensure impactful, personalized ads through Yahoo Creative. Want to learn more? Read here:

🌟 I'm excited to share the latest insights from Yahoo research with OMG and Amplified Intelligence! Our study reveals how devices, domains, and formats impact consumer attention and business outcomes. * CTV captures the highest Active Attention at 9.7 seconds on average. * Mobile devices lead in driving sales, boosting purchase intent by 26%. * Desktop ads follow with a 13% increase. High-quality Yahoo supply increases the likelihood of buying by 21%. * Clear branding in ads significantly increases purchase consideration by up to 38%. 📈 With Yahoo DSP’s advanced CTV strategies, high-quality inventory from Yahoo Backstage, and Yahoo Creative’s tailored ad solutions, we're delivering impactful results. Find more results here: https://lnkd.in/ghcGfDqU

GroundTruth announces CTV+, a new feature that allows you to retarget consumers on mobile who were exposed to your CTV messaging. This innovative approach aims to drive better engagement and sales for your business. Learn more about this exciting development here: https://lnkd.in/gUt6k2R5

Make sure your holiday campaign won’t leave last-minute shoppers out in the cold. With 88% of US households having at least one connected device, CTV offers more effective, captivating, and measurable advertising than other digital channels. Download this guide for expert tips that retail marketers need to build their holiday campaign strategy, measure success, reach the right shoppers at key times, and more. ➡️ https://hubs.la/Q029wJd80 #CTV #PerformanceAdvertising #BCFM #ThoughtLeadership #Retail #HolidayShopping #HolidayCampaigns

𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗶𝘀 𝗮 𝗹𝗼𝘁 𝗹𝗶𝗸𝗲 𝗹𝗼𝘃𝗲 - hard to get, easy to lose, and darn near impossible to steal from cats on the internet 😐 Off the back of our partnership with Amplified Intelligence in 2023, we’ve officially released the next major step in our partnership research with Omnicom Media Group, ANZ Our “Hierarchy of Attention & Outcomes” study is now LIVE and builds on our previous "Attention in Context" study. This ground-breaking new attention study in partnership with brands like Velocity Frequent Flyer, Volkswagen Commercial Vehicles, and the Victorian Government Transport Accident Commission reveals the intricate hierarchy and interplay between device, format, domain, creative and brand which can supercharge your business. 𝗞𝗲𝘆 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 𝗮𝗿𝗲: 1. CTV is the attention jackpot 🎰 It's serving up 9.7 seconds of active attention – that's 8x more than mobile and 16x more than desktop. Talk about screen domination 💪 2. Content is king, but context is queen. 👑 The neighbourhood your ad lives in matters. Premium real estate = premium attention. 3. Size matters... but only sometimes. 📏 Bigger brands thrive on passive glances, while the underdogs need that active attention to shine. 4. Mobile might not grab eyeballs like CTV, but it's got that sales mojo 💰 5. Branding isn't just a pretty face. It's the superhero cape your ad needs to fly off the shelves. 🦸♀️ Ready to turn those fleeting glances into lasting impressions? Read some of my thoughts here on Mumbrella: https://lnkd.in/gf_tj2vf Full "Hierarchy of Attention & Outcomes" Study here: https://lnkd.in/gxT36evB Karen Nelson-Field PhD Niki Zacharopoulou Michelle Stewart Miles Brehm Aimee Jenkins Tricia Murphy David Laird Lauren Berndt Bec Brooks John McNerney Dan Richardson Lorraine Donnelly Maddie Basso Keren Homan Kristine Celona #attention #yahoo #programmatic #amplifiedintelligence #branding

Excited to share Yahoo's latest research with Omnicom Media Group, ANZ and Amplified Intelligence! Thrilled to be partnering with brands like Velocity Frequent Flyer, Volkswagen Commercial Vehicles, and Victorian Government's Transport Accident Commission (TAC), we’ve uncovered key insights from our Global Attention research: 📣 Full-funnel Omnichannel strategies matter: Connected TV (CTV) captures the highest active attention, while personal devices, especially mobile, are top in driving sales, boosting purchase intent by 26%. 📣 Cutting through digital clutter: Despite distractions, Yahoo’s premium inventory surpasses global benchmarks, increasing purchase likelihood by 21%. 📣 Creative and branding are crucial: Clear branding in ads can elevate purchase consideration by up to 38%. Yahoo DSP’s optimised CTV strategies and premium inventory from Yahoo Backstage ensure impactful, personalised ads through Yahoo Creative. Check out the article and blog post from Andrew Gilbert below for more! Andrew Gilbert John McNerney Dan Richardson Keren Homan Lorraine Donnelly Luca Bertozzi Shelley Holihan-Welsh Eleana Ward Michelle Stewart Cara Pantano Karen Nelson-Field PhD Bec Brooks PHD Australia OMD Australia Yahoo Advertising 💜

Rarely have marketers faced so many changes in such a seemingly short amount of time. But hidden beneath these shifts are also opportunities. The latest biannual Sellers and Publishers Report highlights that marketers are placing more value on fast-emerging, premium channels and authenticated opportunities on the open internet, as consumers increasingly choose to spend their time outside of walled gardens’ online properties like Alphabet and Meta. Four major trends emerge: 1.       Consumers and advertisers are choosing the ‘open internet’ 2.       Premium ad inventory makes a difference 3.       Marketers value authenticated impressions 4.       CTV and audio are key growth drivers for the omnichannel open internet Read more: https://lnkd.in/eypHZNQH #SweibelArts #OpenInternet

👉 "Unlike #ratings-based measurement, which yields a percentage of a given universe of users, #impressions reflect the actual number of times ads appear in front of viewers. 💡 #advertising There has never been a more critical time for all parties in the media industry to understand how consumers are engaging with #media. Connectivity, device and platform proliferation, and individual choice create seemingly infinite choice for consumers—and that choice amplifies the need for measurement that’s agnostic of said choice. VAB Association of National Advertisers #mediaplanning With the convergence of #linear and #digital worlds, impressions provide measurement. To make the most of impressions, it will be critical that impressions are of a quality that provide representative measurement. While there is only one definition for the word “impression,” an impression is only as good as its supporting #data." Nielsen #video #research

Happy New Year! According to eMarketer, US retail media ad spend forecast to show higher growth than previously estimated, culminating in $109.40 billion in spend in 2027. Retail media is going to be the fastest growing ad channel across media through 2027, growing by more than 20% each year. By 2027, retail media will nearly tie with social media as No. 2 ad spend channel, second only to search. Retail media will be bigger than connected TV, digital audio, traditional television advertising combined in 2027. But does more money mean more problems? Cost, lack of third-party verification, limited on-site ad space, and limited activation options are some of the top challenges brands and advertisers face when investing dollars. It's not about just finding the right agency and tech--it's often more about getting the right strategy based on the right data, and ensuring your people and programs are working off a strong playbook. This will propel your investments and team even further. #retailmedia #commercemedia #returnoninvestment