Lumen: cumulative attention beats frequency 8x on brand lift
The Media Leader’s Jack Benjamin reports that Lumen Research, with Amazon Ads and Cint, studied 270 streaming campaigns and found cumulative attention is 8x more predictive of brand lift than frequency, with four thresholds set for awareness, favourability, consideration and purchase intent.
Why it matters. Planners who optimize solely on frequency counts risk wasting budget, since the study found high frequency without sufficient attention quality can reduce brand awareness, favourability and consideration.
Signal from uk.themedialeader.com · Jack Benjamin · read the original.
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