Commentary
Attention Metrics Insights, And Why They Are Becoming So Popular
- by Laurie Sullivan , Staff Writer @lauriesullivan, February 6, 2023
Teads, a global media platform, has released research it conducted in collaboration with Censuswide that found 83% of UK marketers believe attention metrics are important in order to reduce the environmental impact of digital ads.
Jeremy Arditi, co-chief executive officer at Teads, believes attention metrics picked up steam in the UK …
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Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.
Interesting article, Laurie. And I certainly agree that determining if a user looked at a digital ad is a far better way to go than using "impressions". One thing, though. As I recall from published data, Lumen has found that a typical digital display ad's attentive "dwell time" is only a few seconds so I'm not clear on how using this kind of metric improves the "environment" of digital ad campaigns. It obviously has a bearing on which sites to use by advertisers---all other factors such as CPMs held constant---but did they make clear what they meant by improving the "environment"---is that editorial environment or does it refer to mitigating the negtive effects of excessive ad clutter? Or is it something else?
Attention metrics are very important. Almost as important as to the viewers actions (or not) after viewing, which is where advertisers should be focussing.
The issue at the moment is assessing the value of each of the recent plethora of attention metrics.
I also note that "Attention metrics has become a foundational metric to drive positive business outcomes...".
The question is, whose business outcome - the media owner so as to be able to sell more ads more easily, or the advertiser?