Content Relevance, Media Strategies, and Creative Drive Ad Attention for Brands in July 2021.
Brands that capture attention with their ads see 3x higher brand recall than advertisers with low attention campaigns. The higher rates of brand recall can transfer to greater purchase intent and in-store visits, so attention is a critical metric for TV advertisers. While catchy creativity is, of course, an important element to ad success, it’s not the only thing that can impact the effectiveness of an ad. Contextual relevance, the strength of the programming the ad runs in, and pod placement all also impact performance. You can learn more about improving ad performance in our recent eBook “Tips for Upfront Planning.”
The importance of context means that aligning with major summer events, news cycles, and programming topics is important. While a lot of advertisers pumped budget into the Olympics in July, other brands focused on seasonal efforts such as back-to-school ads. Amazon and Canva both made our top ten list with advertising campaigns that included back-to-school creativity. For a deeper look into the back-to-school ads that performed best this summer, see our insights in Media Post.
Here is the full list of the brands that captured attention best in July 2021.
Content Relevance, Media Strategies, and Creative Drive Ad Attention for Brands in July 2021.
Brand |
Attention |
 |
41.9% |
 |
40.6% |
 |
40.3% |
 |
40.2% |
 |
40.0% |
 |
39.9% |
 |
39.9% |
 |
39.8% |
 |
39.8% |
 |
39.6% |
