"In the age of attention, it has become clear that viewability as a primary metric is no longer enough to gauge the true success of advertising. While viewability can still tell advertisers that their ads were in view of a consumer, it doesn't show how engaged they were or how they interacted with the ad. Attention metrics go beyond the impression to provide a more precise method in assessing the quality and effectiveness of media."
""Attention metrics are part of an industry-wide push to measure whether someone is able to absorb an ad's message providing insight into the quality of engagement and campaign efficacy," explains Alexander Erlmeier, chief revenue officer at Outbrain. "They provide deep insight into what works well for your audience - from channel mix and placement to creative and format type selection, helping to enhance trust between brands and publishers, by optimizing campaigns toward high-quality audience engagement.""
Shifting from KPI-driven metrics to attention as a new currency requires measuring and optimizing for outcomes rather than raw impressions. Attention metrics combine engagement metrics, conversion rates, bounce rates, completion rates, click-through rates and other indicators to deliver a fuller view of ad performance. Attention-focused measurement captures how well audiences absorb messages and how creative, channel mix and placement influence engagement. Optimizing toward attention improves media quality assessment, strengthens trust between brands and publishers, and links campaign execution more directly to business outcomes and campaign efficacy.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]