Dentsu Japan International Brands study shows combining Ogury ad units and creatives drives optimal attention, resulting in higher offer awareness and brand recall.
Tokyo, 19 November 2024 - Ogury, the leader in advertising solutions fueled by exclusive data and grounded in privacy, partnered with premier advertising agency Dentsu Japan International Brands* (DJIB) to conduct a study to assess and understand the reality of digital attention in the Japanese market. The study offers insights into how brands can navigate in an increasingly digital world, focusing on the interplay between optimal attention, impression quality, and creative excellence. Notably, its findings indicate that Ogury creatives consistently achieve significantly higher attention compared to industry standards.
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Throughout this study, digital ads were served to 9,161 participants across 8 different media platforms, including display, rich media and social channels. Eye-tracking software from attention measurement specialists Lumen Research and Realeyes was then leveraged to capture respondent attention and link it to on-screen ad elements.
Analyzed Ogury creatives were found to achieve 2.5 times more attentive seconds per thousand impressions (APM, Lumen’s key attention metric), leading to a 38% higher prompted brand recognition compared to industry norms. More specifically, they drove a 46% increase in brand recognition compared to social media ads.
Additionally, the study shows a positive correlation between optimal attention and brand choice - demonstrating that higher levels of attention lead to increased brand uplift among tested ads. This trend is likely influenced by various factors such as creative content, targeting, and context, which also impact decisions, with Ogury achieving a 7.8% higher brand choice compared to the industry average.
Also, a common trend observed across all channels reveals a decline in viewer attention as average viewed time increases, with the most substantial drop occurring within the first few seconds - indicating that capturing viewer attention quickly is crucial. In this regard, Ogury scored an 18% higher attention rate compared to other platforms within the first five seconds.
"At DJIB, our objective is to assist brands in understanding the significance of their media investments within today's intricate and diverse digital environment," explained Takahiro Horio, CEO of DJIB. “This led us to partner with attention measurement specialists Lumen Research and Realeyes and leading companies like Ogury, to define a new evaluation framework. By challenging conventional industry practices, our focus is on going beyond traditional media metrics to emphasize the pivotal role of the attention economy in measuring true marketing and business value."
“Ogury’s impactful creatives are meticulously crafted with attention in mind,” shared Ryo Matsumoto, Country Manager Japan, Ogury. “Our custom creatives, combined with our Personified Advertising solutions, consistently drive strong performance and deliver outstanding results. Case in point, they generate a remarkable 45% increase in reactions, interactions, impact, and attention compared to industry standards. This is a ringing testament to Ogury’s commitment to fostering meaningful engagement and ensuring superior performance in advertising campaigns, always aiming for the highest level of attention possible by default.”
*Dentsu Japan International Brands is a brand consisting of Carat Japan, iProspect Japan, dentsu X Japan, and dentsu international Japan office in Japan.
About Dentsu Japan International Brands
Dentsu Japan International Brands (DJIB) in collaboration with dentsu’s global network of over 140 countries and territories around the world, consists of four companies. Carat Japan with its broad spectrum of communication expertise especially within media; iProspect Japan’s integrated digital solutions, specializing in performance and brand marketing; dentsu X Japan and dentsu international Japan office provide a wide range of advertising and marketing services, including integrated media planning and buying. DJIB drive comprehensive business growth by extracting the best of each company, creating new values and opportunities. Teaming with dentsu group's diverse talent base as well as technology resources creating effective synergies. DJIB’s unique advantage lies in its capability to provide a one-stop solution for integrated marketing services, working to global standards for national and international brands. Our seasoned professionals with various expertise in the field of communications, provide best-in-class solutions as one team for our clients, striving to become a trusted business growth partner. Our purpose is to be an unparalleled, one-of-a-kind entity in an ever-changing society.
