The Attention Economy project has been a cornerstone of Dentsu's strategy for five years, providing invaluable data on attention levels across various media channels. This latest localized version enhances our understanding of consumer engagement within the Arabic context, focusing specifically on Saudi Arabia (KSA).  

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The research found several insights that challenge conventional wisdom about advertising metrics:  

  • Viewable Does Not Equal Viewed: The study emphasizes that an ad being "viewable" does not guarantee it has been "viewed." The research found that viewability rates in the MENA region are approximately 5% lower than global norms, with some platforms showing significant discrepancies between viewable and actual viewing rates.  
  • Longer Viewable Times Enhance Ad Viewing: The data revealed that longer viewable times correlate with increased ad viewing. However, this relationship is not uniform across all platforms. For example, even though one platform had an average viewable time of 15.1 seconds, ads were only viewed for approximately 33% of that time (5.3 seconds).  
  • Initial Exposure Matters: Attention levels are notably higher before the skippable option is available, suggesting that advertisers should focus on capturing consumer attention during the initial moments of ad exposure. This insight indicates that the first few seconds of an ad are crucial for engagement.  
  • Attention Over Viewability: The research shows that attention levels have 1.4 times greater explanatory power over brand recall than traditional viewability metrics. This underscores the need for advertisers to plan campaigns that prioritize attention rather than just viewability.  
  • Higher Viewed Times: Despite lower viewability rates, the MENA study found that viewed times were higher across most platforms. This highlights a unique characteristic of the region, where engaged viewing occurs despite lower visibility metrics.  
  • Creative Elements Matter: Attention levels varied significantly between brands, indicating that ad content—such as visual appeal and editing—plays a critical role in capturing viewer attention. Ads that introduced brand cues early were more effective in building recall.  
  • Effective Brand Cues: Ads that delayed brand presentation required longer viewing times to achieve similar recall compared to those that introduced brand cues early. This finding emphasizes the importance of creative strategy in ad design.