Do you recall the last ad you saw? You may remember seeing one, but were you paying attention to it?
When it comes to data privacy, the pendulum is in motion. Attention measurement is quickly becoming increasingly vital in determining audience attention and with the promise of a cookieless future on the horizon, marketers are eagerly looking to tech innovators to discover new ways to understand user behavior and target them in a meaningful and measurable way. Leaders in the space like DoubleVerify, Oracle, Adelaide, and Lumen are constantly looking for ways for advertisers to make informed media decisions in today’s increasingly saturated and competitive digital landscape.
To understand what’s working and what’s not, advertisers need to measure which impressions are most efficient at providing actionable insight that ultimately drive campaign effectiveness and optimization. Leading attention marketing tools help bring transparency into the audience space, as they offer a means to help analyze ad placement, creative, and various other attention metrics. These attention tools are created through a conglomeration of eye tracking, research studies, and partner data.
Looking ahead, attention measurement is predicted to be the next key metric, as it gains more insights than just viewability. Measuring attention uses advanced technology to help marketing and advertisers understand what attracts consumers to an ad and how those consumers engage with the ads that they see. In the cookieless future, this technology will be utilized to identify more high-quality placements and drive transformational campaign outcomes. Attention metrics opens the doors for marketers with new opportunities to look at qualitative data in addition to traditional quantitative measurements.
So, how is attention measured? Generally speaking, measurement can be broken down into the following considerations:
- Creative
- Placement
- Location
- Size
- Duration
- Exposure
- Clutter
- Eye position
- Real estate
As marketers, we’re always looking for high efficiency costs with high viewability, high clickthrough rate, and a low cost per action. Attention metrics can be highly valuable to understand which placements outperform the others. Better quality media will end in better results—period. While figuring out what captures your audiences’ attention, this will lead to more useful metrics and drive better key performance indicators. Attention metrics allow ad traders to make smarter buying decisions by transferring budgets to placements with higher attention measurements.
Consumers can see thousands of ads per day, so retaining audience attention is now equally as important as grabbing it in the first place. Measuring engagement gives us the ability to avoid media waste by learning and improving campaign optimization and creative placement.
As we look ahead to a cookieless future, innovative tech platforms will be critical for marketers to consider when developing campaign strategy and exploring partner considerations. As with any data source, it’s important to question the authenticity and quality of the audience data.
As a leader in media, our experts at Butler/Till continue to monitor the progress of attention marketing technology and its potential significance in our industry so that we can stay ahead of the competition to bring transformation business impact to our clients’ toughest business challenges.
