Amplified Intelligence's recent report on
Digital Turbine's attention performance demonstrates how mobile
video ads deliver strong and consistent attention to brands in the
attention-rich mobile gaming environment
AUSTIN,
Texas, April 3, 2023 /PRNewswire/ -- Digital
Turbine, Inc. (Nasdaq: APPS), the company that connects the mobile
ecosystem through innovative experiences, and Amplified
Intelligence, the world's only truly human omnichannel attention
measurement company, today released the results of their latest
research highlighting how the mobile gaming environment is the
prime environment to grab user attention - and drive your brand
growth.
Digital Turbine ads outperform mobile web
video and social video ads by over 10X (on average) in terms of
attention.
The research results show that Digital Turbine's (DT) video ads
not only grab users' attention - they also hold it for the longest
time. DT ads outperformed its peers by over 10X (on average) in
terms of attention. On average, viewers actively pay attention to
DT ads for a combined 22 seconds, compared to just 1.6 seconds for
mobile web video ads and 2.5 seconds for social video ads.
And while grabbing and holding user attention can already boost
a brand's ability to get to users and resonate with them, DT's ad
experience also makes use of a feature that gives its ads an
attention boost. DT ads feature a dynamic end-card format,
providing advertisers with multiple experiences to choose from.
These end-cards include interactive calls-to-action, delivering an
attention boost and driving users to act on the attention gained
throughout the ad journey.
The research also shows that every ad served by DT delivers
strong and consistent attention to the brand and the story. These
findings demonstrate DT's success in capturing user attention and
engaging audiences, maximizing use of full-screen video and
audio.
The study – carried out across a two week sample frame in
June 2022 – tested seven brands to
examine the levels of attention DT's video ads generated.
Participants were served a range of ads covering different
categories and durations. Amplified Intelligence's approach to
attention measurement focuses on three levels: active attention,
passive attention, and non-attention, with active attention being
the most important factor in driving business outcomes.
Amplified Intelligence measures the impact attention to ads make
for a brand with its STAS index - Short Term Advertising Strength.
To calculate STAS, a user browses a virtual store and completes the
brand choice survey at the end of the Attention study. With the
STAS benchmark set at 100, and anything above it considered better
advertising strength than 'normal' - DT ads score 160 on STAS on
average, driven by a strong combination of Video and End Card
performance.
Dive deeper on the research methodology and results
here.
Matt Daniell, Head of Research at
Amplified Intelligence said, "This feasibility offers a new depth
of knowledge about advertising in the gaming environment. The
full-screen formats produce high attention early, and decay similar
to other video environments, producing great STAS potential."
"This research shows how in-game mobile video ads, combined with
interactive and actionable end-cards, deliver a market leading
attention grabbing product," said Mark
Slade, VP Brand and Managing Director Brand Partnerships at Digital Turbine. "The data
shows the mobile gaming environment delivers results and provides
an even bigger opportunity - making it an optimal environment for
brand growth."
About Digital Turbine
Digital Turbine (NASDAQ: APPS) powers superior mobile consumer
experiences and results for the world's leading telcos,
advertisers, and publishers. Our end-to-end platform uniquely
simplifies our partners' ability to supercharge their awareness,
acquisition, and monetization — connecting them with more
consumers, in more ways, across more devices. Digital Turbine is
headquartered in North America,
with offices around the world. For more about Digital Turbine:
www.digitalturbine.com
About Amplified
Intelligence
Amplified Intelligence is a global leader in the research and
measurement of online human attention – the most valuable and
important indicator of ad success. The company's pioneering
AI-powered technology, world-leading research and easy-to-use media
planning platform help brands and agencies run more efficient,
impactful, and successful ad campaigns. The company won "Most
Effective Use of AI Machine Learning" at The Drum Awards for
Digital Industries 2022 for its development of human attention
metrics.
Created in Adelaide, Australia,
in 2017 by Professor Karen Nelson
Field – a globally acclaimed author and media science
pioneer – the company's mission is to revolutionize the way media
is traded to focus on attention, making it fairer and more
accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP,
Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.
Digital Turbine Media Contact:
Daniel Gal
daniel.gal@digitalturbine.com
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SOURCE Digital Turbine, Inc.