Attention needed! If you prioritize advertising ROI, it’s vital to have a consistent method of measuring ad performance. One secret weapon? Advertising attention metrics. They provide next-level data that helps advertisers and media agencies optimize paid media budgets for maximum engagement.
According to ANA, consumers only give 9 minutes (out of an 84 minute total) to engage with ads daily. This is only 1% of their total media consumption time.
So, how can we maximize share of attention?
Understanding attention metrics allows media planners to guide advertisers in allocating resources to the most impactful placements.
What are Attention Metrics in Advertising?
Attention metrics refer to data points that model consumer attention to ads. For accurate campaign measurement, “attention” trumps “viewability” because not all views are equal.
When it comes to digital/video advertising, attention metrics track active engagement, helping to ensure ads are within the top 10% to 15% of engagement rates. From here, incorporating multiple data points offers a more “apples to apples” comparison across platforms or screens (e.g. TV, mobile, laptop, billboard). Media teams leverage the cross-platform performance findings for strategic campaign planning, optimization, and evaluation.
The Role of Attention Metrics in Media Measurement and Attribution
There are several measurement inputs for attention metrics that have a direct effect on the amount of attention users pay to advertisements, including:
- Ad size
- Ad position
- Viewability
- Duration
- Clutter
- Device type
- Eye-tracking
- Emotion or response
Media teams analyze placement-level data to craft and adjust their recommended media mix. For example, within a publication, certain placements consistently catch the eye instantly upon viewing, making them among the most valuable placements for viewability AND attention. No matter the platform or media type, with more attention comes stronger brand impact.
Analysts also use attention metrics alongside attribution modeling. Attribution models identify touchpoints that lead to conversions. Both measurement solutions provide a comprehensive understanding of the customer journey to ultimately drive more desired actions and higher ROI.
Ready to Leverage Attention Metrics in Your Paid Media Campaigns?
Wondering if your audience is actually watching your ads? Partner with a media agency that understands attention metrics as part of omnichannel media strategy. We pay close attention to all paid media campaigns: contact us today.
Attention needed! If you prioritize advertising ROI, it’s vital to have a consistent method of measuring ad performance. One secret weapon? Advertising attention metrics. They provide next-level data that helps advertisers and media agencies optimize paid media budgets for maximum engagement.
According to ANA, consumers only give 9 minutes (out of an 84 minute total) to engage with ads daily. This is only 1% of their total media consumption time.
So, how can we maximize share of attention?
Understanding attention metrics allows media planners to guide advertisers in allocating resources to the most impactful placements.
What are Attention Metrics in Advertising?
Attention metrics refer to data points that model consumer attention to ads. For accurate campaign measurement, “attention” trumps “viewability” because not all views are equal.
When it comes to digital/video advertising, attention metrics track active engagement, helping to ensure ads are within the top 10% to 15% of engagement rates. From here, incorporating multiple data points offers a more “apples to apples” comparison across platforms or screens (e.g. TV, mobile, laptop, billboard). Media teams leverage the cross-platform performance findings for strategic campaign planning, optimization, and evaluation.
The Role of Attention Metrics in Media Measurement and Attribution
There are several measurement inputs for attention metrics that have a direct effect on the amount of attention users pay to advertisements, including:
- Ad size
- Ad position
- Viewability
- Duration
- Clutter
- Device type
- Eye-tracking
- Emotion or response
Media teams analyze placement-level data to craft and adjust their recommended media mix. For example, within a publication, certain placements consistently catch the eye instantly upon viewing, making them among the most valuable placements for viewability AND attention. No matter the platform or media type, with more attention comes stronger brand impact.
Analysts also use attention metrics alongside attribution modeling. Attribution models identify touchpoints that lead to conversions. Both measurement solutions provide a comprehensive understanding of the customer journey to ultimately drive more desired actions and higher ROI.
Ready to Leverage Attention Metrics in Your Paid Media Campaigns?
Wondering if your audience is actually watching your ads? Partner with a media agency that understands attention metrics as part of omnichannel media strategy. We pay close attention to all paid media campaigns: contact us today.
