Attention Metrics in Advertising
Various studies have concluded that the average person is presented with between 4,000 and 10,000 ads every single day. This ranges from TV to outdoor, through to digital and radio. An astonishing number, considering you’d be pressed to remember just a handful of them. We are saturated with ads, which proliferate across all aspects of our daily life.
So, how do we go about measuring whether anyone is giving consideration to these ads? After all, brands pay a pretty penny for their campaigns. Well, a new metric has risen to the challenge in the name of attention. A digital metric that directly measures the time in seconds that users are looking at an ad. In short, the technology utilises eye-tracking data of an opted-in panel. This data is modelled out to accurately map attention in digital environments, at scale.
This data can be segmented by creative, format and campaign, allowing us to deliver effective optimisations and thoughtful insight, based on real-time attention engagement.
Great, I hear you say! Indeed. At Tomorrow, we’ve demonstrated how the metric influences downstream outcomes for our clients, and in turn, we’ve developed a methodology around optimising attention. It shouldn’t just be another metric that sits in a report. Rather, achieving optimal attention is key to the success of your digital campaign.
Methodology
This starts by linking high attention to downstream outcomes. We achieve this by optimising towards areas of high attention and eliminating low attention. For example, audiences with high attention are up-weighted to, and pages with ad clutter are removed.
With attention correlated to performance we can see that higher attention equates to improved business outcomes. However, it then becomes apparent that there are diminishing returns on outcomes when attention saturation is reached. For example, highly attentive placements can be very expensive, and can deliver no better performance than a less expensive and less attentive placement. Our methodology seeks to identify this optimal attention point for each campaign and format, delivering bespoke optimal attention times.
Once identified, we can be far more effective with optimisations, budget allocation and cross-channel insight. Since we’re factoring in the optimal cost of acquiring the target audience’s attention.
So, contact us to find out how you can deliver attention grabbing campaigns with our optimal attention methodology. Achieve success by truly cutting through the noise!
