AdExchanger's Allison Schiff reports that some publishers are beginning to embrace attention as a metric. For example, the
Financial Times conducted a study for several months in
2014 with five brand clients to measure the impact on traditional brand recall metrics of time spent engaging with ads. "Using Millward Brown to quantify the results, the
FT found that when
active users were served 100% viewable ads for five seconds or more, brand lift increased by 79%, while familiarity went up by 55%, brand association grew by 51% and brand consideration saw a 58%
boost." Apparently, “Attention is the key, not just being on the screen,” Moat CEO and co-founder Jonah Goodhart told the audience at an event on Wednesday about time-based metrics hosted
by Parsec (formerly Sled Mobile). He said that's part of the reason why advertisers buy TV – "it’s a viewable playground for branding." Vewability is "not the be-all and end-all," said
Daniel Rothman, director of insight at the
Financial Times, which has been experimenting with a cost-per-time model on its Website for the last 16 months.
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