New Study Reveals GSTV Dominates Ad Attention

A new study unveils GSTV’s dominance in capturing viewer attention, outshining digital, CTV, and linear TV platforms, reinforcing its value to advertisers.

As the digital media industry looks forward to a cookieless world, attention metrics are becoming paramount for publishers and advertisers. While ensuring ad viewability is crucial, some argue it doesn’t necessarily translate to actual engagement. 

Attention metrics have gained importance due to the decline in identifier usage and the challenge of capturing consumer attention amid online ad saturation. Brands measure attention through viewability, creative elements, interaction, placement, timing, platform, audibility, clutter, device usage, and eye tracking.

A recent study unveiled by GSTV, the network that programs gas station screens, at the 2024 IAB NewFronts conference highlights GSTV’s prowess in capturing viewer attention, surpassing digital, CTV, and linear television platforms. In collaboration with Lumen Research, the study provides compelling evidence of GSTV’s effectiveness in engaging audiences and delivering value to advertisers.

Brands struggle to connect with concentrated audiences. Positioned at a natural break in daily routines, GSTV seizes the scarce opportunity for undivided consumer attention. Teaming up with attention experts, GSTV’s data was analyzed, revealing superior attention metrics compared to other media channels.

GSTV’s Attention Rates Reign Superior

According to the study, GSTV’s attention rates demolish all other mediums, including online video and display, social media, linear media, and CTV. The only medium that comes even close to rivaling GSTV’s attention is online display. 

GSTV achieves a 95% eyes-to-screen rate, surpassing digital, CTV, and linear TV in visual engagement. Compared to TVision norms, ads on GSTV attract 2.7x more attention than CTV and 2.5x more than linear TV.

This statistic sets GSTV apart from other media formats, showcasing its ability to captivate audiences. Unlike some digital or traditional TV ads that struggle to maintain viewer engagement, GSTV’s platform, strategically positioned at key moments during consumers’ daily routines, ensures that nearly every impression captures the audience’s visual focus. 

This level of attention enhances the effectiveness of advertising campaigns and offers brands a unique opportunity to connect with consumers in a meaningful and impactful way. Media experts widely acknowledge the significance of three key signals—visibility, situation, and interaction—in attention scores. While Visibility and Situation are recognized industry-wide, Interaction ensures increased consumer engagement. Interaction is the gift that GSTV offers. 

Is GSTV More Cost Efficient and Does It Produce Better Brand Recall?

GSTV outperforms digital, CTV, and linear platforms, delivering more attentive viewing time per thousand impressions at a significantly lower cost. Elevated attention on GSTV leads to stronger brand recall compared to industry benchmarks. 

With 7702 attentive seconds per 1,000 impressions, GSTV surpasses digital, CTV, and linear platforms, as indicated by Dentsu and Lumen data. Furthermore, at an aCPM rate of $1.95, GSTV proves to be remarkably cost-effective compared to its competitors, with significantly lower costs per 1,000 attentive seconds.

In terms of brand recall, GSTV’s impact is undeniable. Following exposure, brand recall on GSTV, especially surveyed after fuel-up, surpasses Dentsu benchmarks by 1.5 times. Specifically, recall rates for GSTV post-ad exposure stand at 36%, outperforming online video, online display, social media, and CTV platforms, according to GSTV and Lumen/Dentsu norms.

The study demonstrates GSTV’s effectiveness in capturing and retaining viewer attention, offering advertisers a compelling platform to showcase their brands. With its ability to deliver high attention rates and drive brand recall, GSTV makes a strong argument for adding them to your ad spend budgets.

Visit GSTV for more key findings from this study.