Italyonline stood out as the first publisher in Italy to obtain the certificazione its advertising formats premium through Lumen Research, a leading global attention measurement company for advertising formats. This is significant because in the current media era, consumers are exposed to an excess of content and advertisements, which often leads to low user attention towards advertising on various online and television channels.
La main challenge for brands and advertisers it is therefore to attract and retain the attention of users, since attention (attention) generated by an advertisement leads to better memorization (memorability) and increases the likelihood that the user will take a desired action, such as making a purchase.
Italiaonline's approach
The of Italiaonline for grab attention is based on different product levers:
- Contextual relevance and high user stay-time: Italiaonline focuses on publishing contextually relevant content and on platforms where users spend a lot of time.
- High-impact and interactive creatives: The brand solutions team develops innovative and engaging advertising creatives to maximize user attention.
- Effective targeting and personalization: Using accurate data, Italiaonline aims to do precise targeting and personalize advertising creatives
The study conducted with Lumen Research confirms that Italiaonline's premium advertising formats actually generate significant attention. As a result, advertising campaigns on Italiaonline tend to get a greater return on investment (ROI), thanks to the demonstrated ability to attract and retain users' attention.
“The theme ofattention and media quality overall, it is central to our product vision and strategy. Attention in particular is a cross-funnel metric in the sense that it combines branding indicators with performance indicators, therefore working on attention not only allows for results in terms of awareness but also leads to a significant reduction in CPA and generates a more significant ROI in the long term. The results of the work done with Lumen Research are further proof of our commitment to guaranteeing advertising products that meet the marketing objectives of our clients" he declared Dominic Pascuzzi, Publishing & Vas Director of Italyonline.
“Our research with Italiaonline has highlighted how quality inventory can generate both attention and results for brands. This study is a point of reference that demonstrates how publishers can achieve, at the same time, both better results for advertisers and a better user experience for users and Italiaonline is leading the way in this,” he commented Amelia Wallis, Lead Attention Consultant of Lumen Research.
