In the never-ending search to raised optimize media buying and planning, many new tools attended and gone. One which appears to be sticking around is attention metrics, which aims to gauge the attention paid to advertising as a way of determining business outcomes.
One attention metrics firm, Adelaide, has made headway into getting its AU attention metric incorporated in to the flow of programmatic vendors, which have the effect of increasingly more investment in media by the entire year.
Adelaide CEO Marc Guldimann said use agencies like IPGs Mediahub, has helped the AUmetric get folded into several DSPs, including Googles DV360. The challenges have largely been with us inertia and prioritization, so getting enough momentum choosing enough clients which are concentrated on a particular DSP to create it worth the DSPs time and energy to prioritize is whats really turned the tide during the past several months, he said.
Ultimately, all our customers and agencies and partners wish to accomplish in this space is develop some definition of impression quality and attention make a difference an optimization algorithm to ultimately drive real business outcomes, added Casper Verhoofstad, senior product manager at Google.
Mediahub has been one of the most active media agencies in using attention as a way of improving business outcomes for clients, like the NBA, with which its been testing AU. Ed McElvain, executive vp of Mediahubs P3 unit, which oversees digital platforms and data-driven buying, said an NBA campaign promoting earlier this playoffs season delivered a 20 percent bump in attention score while also having 20 percent less expensive per attention in online video when purchased through automated bidding.
He also said having attention metrics folded in to the automated process has saved hours of time every week. It allows the traders to spotlight other attributes of the campaign that people desire to look at, like contextual alignment, supply path, and bid pricing, said McElvain. Because were pushing towards an [automated path] towards the eye, rather than needing to dig through a written report to create those changes. Another time factor is that because its now automated, [the analysis and optimization] is going on daily instead of weekly.
Larisa Johnson, NBAs vp of paid and CRM media strategy, agreed the time-saving element is essential, reducing time and energy to optimize campaign tactics. We have now prioritize channels, partners and tactics which have strong attention scores. Given the strong correlation between attention and tune-in, we would rather only spend with partners who’ve integrated attention score to their accepted tracking measurement.
Johnson said attention metrics are neither easily absorbed nor understood, but theyre worth investing in enough time. Its a complex measurement, but its invaluable to reaching your target audiences, she said. Once companies see its more accurate at gauging performance compared to the front-end or viewability metrics theyre probably accustomed to, they’ll adjust to the integration.
While Adelaide among others continue steadily to push attention metrics forward, industry trade organizations are making efforts to improve awareness and bring standardization to the discipline.
On Wednesday, the Advertising Research Foundation rolled out the eye Validation Project at a meeting in Brooklyn, which aims to comprehend the differing methods to determining attention and their validity as tools for creative evaluation so when predictors of market performance of ads or content, as its announcement detailed. The project is seeking to examine the validity of synthetic types of determining attention, including artificial intelligence tools, and formed an advisory committee comprised of buyers, sellers, measurement experts, AI pros and cognitive psychologists.
Will the next phase be that its only a checked box in the UI? asked McElvain. That may be a thing that comes because the industry bodies just like the ARF become involved, and we start pushing to a thing that looks a bit more standardized with regards to this is of attention.