TV is already known for having the highest attention rates and generating the most profit for advertisers – but how connected are viewers on an emotional level? What impact does how engrossed we are in what we watch have, and how can advertisers harness it?
Sky Media, together with Differentology, will be unveiling exciting new research that identifies a range of absorption states and moments that take attention metrics to the next level.
The innovative study introduces a new proprietary ‘ADsorption Index’ – a unique metric that goes beyond attention with key components like emotional involvement with the content, if it’s watched all the way through and memorability.
Insights from this research will help advertisers create stronger connections between audiences and their messages, delivering greater brand impact and more effective use of budgets.
The shift in focus from attention to absorption signifies a new era for video content measurement. So whether it’s edge-of-your-seat sport, or on-demand drama – where and when you say it counts when creating connections that matter.
Join Campaign, Sky and Differentology for a deep dive into ‘The Age of ADsorption’ and discover how agencies and brands can embrace this innovative new metric.
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Gemma Charles is a specialist in sustainability, political marketing and the alcoholic beverage sector.
Previously she reported on the food and alcohol sectors, joining the magazine after a spell of freelancing at various titles. She has also held staff reporting roles on Marketing Week, The Lawyer and Inside Housing, the social housing journal, where she started her journalistic career a decade ago.
Funded by the commercial TV companies, Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Thinkbox works with the marketing community with a single ambition: to help advertisers and agencies get the best out of today’s TV.
Prior to joining Thinkbox in 2015 Matt worked at Channel 5, heading up their Planning & Insight team and representing the broadcaster at the BARB board. Prior to C5 he had roles at Virgin Media and Attentional.
Sarah Jones is Director of Planning at Sky Media. She has spent the majority of her 20+ years in media in agency roles at MediaCom, MGOMD, MindShare and Starcom, looking after communications strategy and planning for a wide range of clients. Sarah moved to Sky Media in January 2019 and has built out an enhanced planning and strategy function that helps brands and agencies better connect and harness Sky’s wide array of opportunities.
Mark James is the founder and CEO of the strategic research agency, Differentology (working at the intersection of data, human behaviour, technology, and creativity).
In a media research career spanning over 20 years, Mark specialises in helping trade bodies, media owners, media agencies, creative agencies, and brands to understand the effectiveness of their ad campaigns. His work often looks at the impact of the content and context that surrounds advertising exposure, as well as the human truths that ultimately drive consumer decision making. In total, Mark has been involved in the testing and development of over 1000 ad campaigns, from a wide variety of sectors.
Over the years, Mark has led a number of high-profile industry studies, with a mantra to 'challenge the status quo'. This has led to multiple award wins for project innovation, research methodology development, marketing ROI, teamwork, and entrepreneurship.
In 2023, Mark led Differentology to the coveted 'Best New Venture' at the Market Research Society awards and has worked extensively with Sky Media and their insight team.