Measuring Consumer Attention in Advertising
In the bustling media world, consumer attention comes at a premium. With the proliferation of platforms and channels and the tidal wave of content, CMOs are challenged to reach out to consumers, catch their attention, and, most importantly, retain it. There is a focus on verification metrics like viewability and brand safety in digital advertising. […]
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In the bustling media world, consumer attention comes at a premium. With the proliferation of platforms and channels and the tidal wave of content, CMOs are challenged to reach out to consumers, catch their attention, and, most importantly, retain it.
There is a focus on verification metrics like viewability and brand safety in digital advertising. But by going beyond verification and customer attention, you can explore performance indicators that tell how the campaigns drive tangible business outcomes.
According to Forrester, 98 per cent of brands believe customer attention metrics can boost mobile advertising. Knowing whether consumers pay attention to advertisements, how they engage with them, and any action they take is the most reliable way to receive recurring success.
Here are five steps that can help CMOs take the ad-measurement strategy to the next level by going beyond verification and measuring attention indicators.
Measure Against Benchmarks
Use regional and industry benchmarks to determine the campaigns’ success and then measure it over time using the company’s standards. The metric will ensure a better understanding of advertising performance while also tracking progress over time. This leads to sophisticated knowledge of the campaigns and areas for the high expense.
Never rely on a single metric to determine the success
A combination of metrics is required to measure consumer attention accurately, as this gives a holistic aspect of performance. Further, capture every impression across the platform available and use an extensive array of metrics to discover how people engage with the ads.
Identify the Metrics that Drive Business
A fundamental part of effective measurement is selecting the metrics that work the best for marketing and business objectives. These will differ based on the business domain and specific campaigns. Therefore it’s crucial to note every metric and performance signal.
Use Measurement Outputs to Deliver Compelling Stories
For publishers, attention metrics enable marketing professionals to define the importance of the media inventory and the audience’s quality. CMOs can infuse trust in clients by providing more specific campaign results with deep insights that unveil how people engaged with ads, what ads worked best and why.
Understand the Core Attention Metrics and How to Apply Them
While finding the metrics that work best for some businesses, few attention metrics form every measurement strategy’s core.
Active-Page Dwell Time: Helps the CMOs track the average time spent with content in the browser’s foreground tab. It’s the most accepted method to measure time spent with content and can be used over the desktop display, mobile phone, and branded content.
In-View Time: A baseline attention metric to measure the average amount of time people spend with an ad once 50 per cent of pixels are in view for at least one continuous second. It is predominantly used on mobile phones and desktop displays.
Per Centage Video Played In-View: For video, assessing the quality of the video ad exposure, including a mix of vision, sound, and motion signals, is a must. This metric is a vital indicator of attention for video ads. It measures the percentage of the video that users watched while the ad was in-view.
