On the heart It’s the ultimate goal of all advertising: to cut through the noise and capture the interest of potential consumers long enough to engage with the brand.
There’s no single point that determines the best bidding methods for your ad campaigns or captures the attention of consumers. There are countless dynamic elements that go into making a consumer connect with your brand. Visibility is no longer enough, and “focus gauges” are becoming popular in the industry.
Focus metrics are participation growth. With focus metrics being monitored today, some healthy industry debate has emerged in the effort to refine and define what focus metrics should look like.
As attention metrics and metrics mature, brands can learn more, develop a plan aligned with key business outcomes, begin optimizing attention, and begin their targeting and measurement strategies to capture consumer attention.
Determination of concentration parameters
Businesses should find a focus metric that aligns with the business results they drive and incorporate that into their marketing KPIs.
Attention metrics are measured not only by view or view duration, but by any combination of the following: creative volume and interaction, ad position, time of day, publisher/program, audibility, page compression, frequency on devices and eye tracking. Focus measures can provide a high-resolution view of the impact of each perception or be evaluated in aggregate.
While viewability remains an important baseline measure, it only represents a measure of the likelihood that an ad will be seen and does not say anything about whether the viewer actually saw the ad. Attention, on the other hand, is a measure based on viewing ads.
At MediaMath, to achieve a specific campaign goal, we work on a specific channel (CTV, native or in-game) or assemble products into marketplaces designed to meet specific criteria. For example, a visible marketplace contains only inventory that offers a high visibility score. Viewability numbers in the focus market significantly exceed market averages at 91% viewability (average is 60%-70%, our viewability market averages ~80%).
Attention can be further divided into attention, which can be considered as proxy metrics for measuring people’s attention and direct attention. Proxy metrics are measures of engagement activities obtained on an attention-tracking device, while direct measures involve direct measurement of people paying attention to screens through visual tracking, particularly through navigation panels. Both measures are useful, but it’s important to understand the difference when looking at vendor offerings and methods when evaluating results.
Why attention measures
Focus metrics exist across multiple channels, but the industry has yet to settle on a universal metric that applies across all channels. This is why there are different approaches being used by different parties based on the different examples provided by the companies that provide the focus metrics described in POV.
Here are some examples of different terms used by different vendors in the industry. If these terms KPIs are used to evaluate the focus on each other, any combination of these terms can be used: