A question I’m often asked is “what is the role of display advertising if nobody clicks on it?”
My answer is always the same; just because you can click on an ad does not necessarily mean you should measure success by CTR. When I had the opportunity to prove this theory by partnering with Nano to test optimising towards Attention I jumped at the chance, and the results were staggering.
Attention is the king of all advertising mediums and Nano has the best digital product to deliver this.
Superbet Poland used Nano’s LIIFT™ platform to test out the effectiveness of optimising towards Attention vs CTR across all key brand metrics, with an ultimate goal of increasing their Market share.
Alongside media optimisations, we also ran two cookieless brand studies through Cint and Sapio Research, one measuring the CTR optimised activity and one measuring the Attention optimised activity.
The activity optimising towards attention delivered [uplift across every single brand metric] in comparison to the CTR-optimised activity. We recorded:
UK, USA, DACH and RS. Also represented in FR and PL.