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In the rapidly evolving landscape of digital advertising, brands are in a race to capture consumer attention across various channels including banners, videos and social media content.
As a result, the concept of attention has become a crucial metric for understanding the impact of advertisements. However, as we delve into the realm of attention metrics, a collaborative and coordinated approach is essential to ensure proper measurement and establish a solid foundation.
In today’s complex media environment, more marketers are realizing that impressions alone are insufficient. The question arises: When audiences encounter an ad, are they genuinely engaged with the content? And does this engagement lead to tangible outcomes like sales or leads for the brand?
The quest for precision
The need for more precise metrics to evaluate impression quality has spurred marketers to investigate further. Their goal is to uncover how ads shape user perceptions and ultimately drive results. In 2022, we witnessed a shift from traditional metrics like impressions and viewability, signaling the emergence of attention metrics as a new focal point.
However, a challenge lies in the absence of a universal definition for attention metrics. This situation is reminiscent of the early days of viewability and ad verification, where each stakeholder had their own interpretation. Complicating matters are three distinct approaches to measuring attention:
- Data proxy signals: Using data signals from devices and publishers to record behavior and on-screen engagement. These signals encompass various actions, such as mouse-over clicks, volume adjustments, ad expansions, play/pause interactions and ad viewability.
- Biometric observation: Gathering real-time insights into people’s physiological responses to on-screen or audio content. This includes brainwaves, heart rate and eye movement. These devices can detect user presence, sound engagement, body movement, screen focus, facial expressions, cognitive responses and emotions.
- Psychological insight: Employing surveys, panel discussions and focus groups to assess the emotional impact of ads. This approach delves into aspects like brand consideration, awareness and sentiment, aiming to understand whether ads enhance brand perception.
Mixed enthusiasm
A movement is underway where brands and agencies are exploring a model that would hold publishers accountable for delivering ads to an engaged audience.
Attention metrics are gaining traction, particularly in domains like TV, digital video, gaming and, soon, audio. Brands aiming to build awareness are adopting these attention metrics for measurement and optimization, while direct response advertisers focus on specific outcomes like conversions and sales.
