ExchangeWire：2023年广告封面注意事项研究报告（英文版）（26页）.pdf

1、Attention in Advertising 2023Mat Broughton Research Lead,ExchangeWirePublished May 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,

2、without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withPublished May 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any informatio

3、n storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:2/26ContentsExecutive Summary 3Key Findings 4Section 1:Attention Metrics&KPIs 5Use of attention KPIs 6Willingness to pay more for ads attracting better attention 7Facto

4、rs impacting consumer attention 9Attention measurement 10Industry standards for attention 13Training&education 14Deprecation of third-party cookies 15Section 2:Testing Sharethrough Ad Enhancements Against Standard Ad Formats 16Sharethrough ad enhancements for desktop and mobile 18Sharethrough ad enh

5、ancements for CTV 22Acknowledgements 26Sample&Methodology 26About Sharethrough 26About ExchangeWire 26bbPublished May 2023.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any inform

6、ation storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association with:Executive summaryThe global digital advertising industry is undoubtedly going through its most significant shift in decades.Legislative efforts to bolster user priv