# Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-07-12
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Dynamic Relationship Between Creative and Attention Revealed
Meta Description: Discover groundbreaking insights on how context, ad creative, and attention intersect to boost campaign performance. Learn how to optimise your brand's
URL: https://financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-studyhtml

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_The leader in the attention space uncovers the dynamic relationship between creative, context and attention as marketers continue seek more accurate and meaningful campaign measurement data_

**London, UK 12th July 2022:** Attention measurement and optimisation provider Playground xyz has published a ground-breaking study on the relationship between context, ad creative and attention, as it continues to position itself at the forefront of the attention space.

In what stands as the world’s biggest [study into context and attention](https://www.financedigest.com/national-cinemedia-releases-first-cinema-attention-measurement-study-conducted-by-lumen-in-collaboration-with-dentsu.html "National CineMedia releases first cinema attention measurement study, conducted by Lumen in collaboration with dentsu"), Playground xyz addresses the specific topic of context and its role in securing more consumer attention – having long theorised that Attention Time (the length of time, in seconds, an ad is looked at) could be the missing ‘feedback loop’ to supercharge contextual approaches.

The first goal was to see if the [contextual properties of a page on which an ad is shown exert influence over the amount of attention](https://www.financedigest.com/contextually-targeted-ads-drive-3-3x-higher-attention-proved-by-lumen-and-seedtag-new-research.html "Contextually targeted Ads drive 3.3x higher attention, proved by Lumen and Seedtag new research") the ad receives. Playground xyz then asked, ‘To what extent can a [brand expect the top-performing contextual](https://www.financedigest.com/gumgum-granted-first-mrc-accreditation-for-brand-safety-and-contextual-targeting-for-ctv.html "GumGum Granted First MRC Accreditation for Brand Safety and Contextual Targeting For CTV") category to remain constant across all campaigns and creative executions?’

To investigate, [Playground xyz engaged in a large-scale study](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time"), measuring the Attention Time secured in different contextual categories across 59 advertisers, 683 creatives, 2,263 domains, 26,006 unique URLs and over 27million impressions during the period 18th February to 3rd March 2022.

The resulting whitepaper, entitled [_‘Context, Creative and Attention: Using attention signals as a feedback loop for context-advertisement alignment’_](https://playground.xyz/Playground%20xyz_Context,%20Creative%20and%20Attention%20Whitepaper.pdf) uncovers a range of insights and actionable strategies for brands and agencies as they seek to get the most out of their advertising spend.

For instance, in contextually targeted campaigns, the top-performing context receives 94% higher Attention Time than the baseline average, highlighting an opportunity for [brands to optimise delivery to the top](https://www.financedigest.com/top-expensive-car-brands.html "Top Expensive Car Brands") contexts. However, the [study also found that brands](https://www.financedigest.com/first-listener-wide-study-reveals-brand-impact-of-radio-livestream-and-podcasts.html "First listener-wide study reveals brand impact of Radio, Livestream, and Podcasts") cannot expect the top-performing context to remain consistent across multiple creatives or campaigns.

Rob Hall, CEO at Playground comments: “The results of our research highlight how nuanced and multidimensional the quest for context-advertisement alignment really is. _At a time when more and more brands are [measuring and optimising towards attention](https://www.financedigest.com/teads-partners-with-lumen-research-to-offer-attention-measurement-to-clients-globally.html "Teads partners with Lumen Research to offer attention measurement to clients globally"), we_ _set_ _out to understand what is happening from a marketing science perspective_.

_“And our findings include the fact that [delivering your ad into the right contexts is key to maximising Attention Time](https://www.financedigest.com/isnt-it-time-open-banking-delivered-for-businesses.html "Isn’t It Time Open Banking Delivered for Businesses?") – and yet, finding the best context(s) once, and then delivering subsequent campaigns with different ad creatives to that same context, will not give the brand the best outcomes. The [relationship between context and creative is highly dynamic](https://www.financedigest.com/new-research-from-impact-com-shows-shifting-power-dynamic-that-puts-influencers-at-the-centre-of-the-brand-consumer-relationship.html "New Research from impact.com Shows Shifting Power Dynamic that Puts Influencers at the Centre of the Brand-Consumer Relationship") – thereby offering a significant opportunity for in-flight optimisation_ _.”_

Hall adds: _“With the impending death of third-party cookies, many will need to pivot their strategies accordingly and [Playground xyz is at the forefront of the attention](https://www.financedigest.com/playground-xyz-appoints-new-team-members-as-it-solidifies-its-position-as-a-leader-in-the-attention-space.html "Playground xyz appoints new team members as it solidifies its position as a leader in the attention space") revolution – helping partner brands and agencies navigate this fast-moving media landscape._ _Indeed, increased [focus on contextual advertising has thrown up a number of challenges for marketers](https://www.financedigest.com/powder-dispenser-market-market-2019-2029-where-should-participant-focus-to-gain-maximum-roi.html "Powder Dispenser Market Market (2019 – 2029) | Where Should Participant Focus To Gain Maximum ROI "), making attention measurement more important than ever before._

_“We discovered that there is a very solid ability to use [predictive analytics](https://www.financedigest.com/transportation-predictive-analytics-and-simulation-market-2021-by-global-key-players-types-applications-countries-industry-size-and-forecast-to-2027.html "Transportation Predictive Analytics And Simulation Market 2021 by Global Key Players, Types, Applications, Countries, Industry Size and Forecast to 2027") and optimisation to help brands reach the top-performing contextual categories to drive large gains in the Attention Time their ads receive.”_

Recent [advances which combine opt-in eye-tracking panel data with AI now allow advertisers](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") to quantify attention on their campaigns at scale, with Playground xyz offering the world’s first real time stack to capture, measure and optimise Attention Time. [Thanks to its ground-breaking technology](https://www.financedigest.com/being-nimble-and-responsive-in-banking-and-business-has-arrived-thanks-to-accounting-automation-technologies.html "Being Nimble and Responsive in Banking and Business Has Arrived, Thanks to Accounting Automation Technologies"), its partners can identify the top performing placements and optimise on-the-fly, leveraging invaluable insights and creating the best canvasses to build their brands.

**For more information:** Nick Crowe – [nick.crowe@playgroundxyz.com](mailto:nick.crowe@playgroundxyz.com)

**About** [**Playground XYZ**](https://playground.xyz/)

[Playground XYZ](https://playground.xyz/) is on a mission to master the art and science of maximising consumer attention. The company has built the [world’s first technology](https://www.financedigest.com/is-wearable-technology-ushering-in-a-brave-new-healthy-world.html "Is wearable technology ushering in a brave new healthy world?") stack that integrates visual attention measurement, analytics and media optimization called the Attention Intelligence Platform. It powers a suite of [leading products](https://www.financedigest.com/chondroitin-market-overview-analysis-by-top-players-product-segments-market-size-and-leading-key-players-2022-2029.html "Chondroitin Market Overview & Analysis by Top Players, Product Segments, Market Size and Leading Key Players 2022- 2029") that maximize Attention Time for brands. Headquartered in Australia, [Playground XYZ](https://www.financedigest.com/dominos-completes-first-contextual-and-attention-powered-campaign-with-gumgum-and-playground-xyz.html "Domino’s Completes First Contextual and Attention-Powered Campaign with GumGum and Playground xyz") has offices in Singapore, the United Kingdom and the United States. For more information visit https://playground.xyz

**This is a Sponsored Feature.**


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