Ishan Bhaumik

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• Why Aren't We Buying On Attention? in Marketing Insider on 04/03/2018
  

  Reach, frequency, delivery and ratings. For decades, the advertising industry has primarily traded against these time-honored metrics. But in essence, marketers use these metrics as proxies for something else more valuable - attention. In this era of big data, media fragmentation, ad avoidance and consumer messaging overload, it's time to transact directly against attention, the metric that we all really care about.

Comments by Ishan All comments by Ishan

• Why Aren't We Buying On Attention? by Ishan Bhaumik (Marketing Insider on 04/03/2018)
  

  Hi Jeff, I see all advertising becoming "online", or interactive in some way.  E.G. there will come a time (pretty soon IMHO) when one will be able to interact with every ad, including the ones in the cinema. Perhaps through an app or theater innovation. Then dollars will flow towards ads with the right "incremental business interactions", like Lee mentioned, that are important for the advertiser. 

• Why Aren't We Buying On Attention? by Ishan Bhaumik (Marketing Insider on 04/03/2018)
  

  Lee, I agree, and thats why for mobile, we see viewable ads as not enough; A human transaction is the equalizer. In fact, at Velocity we were suprised to find up to 12% of all "100% viewable" mobile ad impressions as wasted as the device is unlocked but on a table or otherwise unattended. The mobile phone is unique in that its always with us and is used for dozens of other uses, and ad interaction is usually at the bottom of the list.  So its more important than ever to find optimal moments in the day that an ad is welcome, and advertisers will be rewarded with meaningful brand engagement. 

• Why Aren't We Buying On Attention? by Ishan Bhaumik (Marketing Insider on 04/03/2018)
  

  Hi Ed, good question. Velocity has found that phone motion sensors (accelerometer and gyroscope) can predict if users are looking at their phone in a receptive state (and when they're not). For example: users handling their phone while standing in line, in the back of a car, or relaxing on a couch at home.  When we find these moments of attention, we then serve an ad in real-time, and we see a drastic increase in measured ad enagement - everything from CTR, an install, or even a mobile purchase. Thus, we know that the user is  paying attention to the ad.

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