At a time when so-called “attention metrics” are competing for share of industry mind, Dentsu International endorsed a promising one based on a new explicit measure of attentiveness, “intrinsic time-in-view.”
“The average consumer sees over 4,000 ads in any given day, so it is imperative that advertisers start evaluating channels through the lens of attention metrics, which are more indicative of meaningful exposures,” Dentsu Vice President-Global Media Partnerships Joanne Leong, stated, following a pitch for Frameplay’s solution during the IAB PlayFronts conference on Tuesday.
“The results from these studies validate proven attention in Frameplay’s gaming inventory, and we will use this data in planning as we evaluate future intrinsic in-game opportunities,” she said.
The presentation, which included results from two case studies – one from Lumen and another from Eye Square – utilizing Frameplay’s method, which measures the length of time an ad impression is viewable during game play based on its intrinsic criteria.
Both studies benchmarked the intrinsic in-game ad exposure of a placement for Dentsu client McCormick’s Frank’s RedHot brand.