Understanding Attention and Media Quality
At the recent ARF OTT 2024 conference, Mediaprobe showcased its innovative approach to measuring audience engagement through biometric analysis. Led by CEO Pedro Almeida, PhD, the presentation emphasized how “attention” and “media quality” hold different meanings across contexts, particularly in TV and CTV, and how it is important to move from a technical discussion on what “attention” means to focus on impression quality and media quality metrics.
Mediaprobe focuses on content’s ability to deliver an engaged audience, a crucial factor for advertisers and content creators alike.
The Significance of Emotional Engagement
One of the key takeaways from Mediaprobe’s presentation was the assertion that emotional engagement with content is the largest predictor of engagement with TV ads. This “carry-over” effect highlights the importance of creating emotionally resonant content, as it significantly impacts ad recall. Specifically, for every increase of 100 points in the Emotional Impact Score (EIS), there is a corresponding 10% increase in the probability of recalling an advertisement.
Methodology Behind Biometric Measurement
Mediaprobe employs galvanic skin response (GSR) technology to measure emotional impact, having collected over 250,000 hours of biometric reactions to U.S. TV content and advertisements. Our methodology integrates:
- Scalable biometrics through GSR and measurement in a real environment (in participants’ homes)
- Comprehensive data analysis combining biometric responses with different audience segmentations—demographic, behavioral, and emotional-based
This rigorous methodology allows us to provide nuanced insights into how different audience segments engage with various types of content.
Key Findings on Audience Engagement
The analysis presented at ARF OTT revealed several significant insights regarding audience behavior:
- Content as a Primary Driver: Content remains the main driver of engagement across diverse audience segments.
- Audience Reactions: Different audiences generally react similarly to most shows, with some exceptions.
- Cognition Seekers vs. Avoiders: “Cognition Seekers” display slightly lower emotional engagement overall but show heightened interest in fact-driven news channels. In contrast, “Cognition Avoiders” engage more with holiday specials and dramas.
- Gen Z Engagement Patterns: Gen Z audiences exhibit unique engagement behaviors that differ from older demographics.
- Linking Purchase Behavior: Emotional responses to specific content and ads can be correlated with purchase behavior, providing valuable insights for marketers.
Practical Applications for Advertisers
The findings from Mediaprobe’s research have practical applications across various sectors:
- Content Production: Informing creators about which types of content resonate best with specific audience segments.
- Targeted Advertising: Enabling advertisers to craft messages that align with emotional engagement patterns.
- Political Communication: Assisting political campaigns in developing emotionally impactful messaging tailored to their target demographics.
- Optimizing Ad Placement: Enhancing ad strategies by combining insights about content performance with audience engagement data.
One notable example discussed was how auto-in-market audiences exhibited a 38% higher emotional response during ad breaks within a competition show compared to non-in-market audiences. Such insights are invaluable for advertisers aiming to maximize campaign effectiveness.
Looking Ahead
As the media landscape continues to evolve, Mediaprobe’s biometric approach offers a transformative perspective on measuring audience engagement. The insights shared at ARF OTT 2024 underscore the importance of emotional connection in media consumption and advertising effectiveness.
