In the never-ending quest to better optimize media buying and planning, many new tools have come and gone. It seems that sticking around are attention metrics, which aim to measure the attention paid to advertising as a means of determining business results.
One Attention Metrics firm, Adelaide, has made progress in incorporating its au attention metrics into an influx of programmatic vendors, who accounted for more and more investments in media by the year.
Adelaide CEO Mark Guldiman said working with DV360, Google’s main programmatic vendor, has helped fold AU Metric into multiple programmatic vendors. “The challenges have largely been around inertia and prioritization, so getting enough speed with enough customers that are focused on a specific DSP to make it worth the DSP’s time to prioritize has really been around the last two or three months. The tide has turned,” he said.
“Ultimately, all our clients and agencies and partners want to do in this area has come with some definition of impression quality and attention… that can ultimately influence an optimization algorithm to drive real business results. , said Kasper Verhofstadt, senior project manager at Google.
IPG’s MediaHub has been one of the more active media agencies in using meditation as a means of improving business outcomes for clients, including the NBA, with which it is testing AU. Ed McElwain, executive vice president of MediaHub’s P3 unit, which oversees digital platforms and data-driven buying, said the NBA campaign promoting this past playoff season led to a 20 percent jump in attention scores, compared to a 20 percent jump in online video. There was a 20 percent lower cost per concentrate. Purchased through automated bidding.
He also added that attention metrics have been added to the automated process which has saved hours every week. “This allows merchants to focus on other features of the campaign we want to see, such as contextual alignment, supply paths and bid pricing,” McElvain said. “Because we’re pushing towards a [automated path] Instead of digging through a report to focus on making those changes. The second time factor is that because it is now automatic, [the analysis and optimization] Happening daily instead of weekly. ,
Larissa Johnson, the NBA’s VP of Paid and CRM Media Strategy, agreed that the time-saving element is important, reducing the time it takes to optimize campaign strategy. “We now prioritize channels, partners and strategy that have a strong attention score. Given the strong link between ‘attention’ and tune-in, we prefer to spend only with partners who have integrated attention scores into their accepted tracking measure.
Johnson said attention metrics are neither easily absorbed nor understood, but they are worth putting in the time. “It’s a complicated measurement, but it’s invaluable for reaching your target audience,” she said. “Once companies see that it is more accurate at assessing performance than the front-end or visibility metrics they are most accustomed to, they will adapt to the integration.”
While Adelaide and others continue to advance attention metrics, industry trade organizations are making efforts to raise awareness and bring standardization to the discipline.
On Wednesday, the Advertising Research Foundation launched the Attention Validation Project at an event in Brooklyn that aims to “understand different approaches to determining attention” and as a tool for formative evaluation and for the market performance of ads or content. their validity as predictions”. As detailed in its announcement. The project is also looking to investigate the validity of synthetic forms of determining attention, including artificial intelligence devices, and formed an advisory committee made up of buyers, sellers, measurement experts, AI professionals and cognitive psychologists.
“Will the next step be that it’s just a check box in the UI?” asked McElwain. “It may be something that comes after industry bodies like the ARF get involved, and we start to push for something that looks a little more standardized in terms of the definition of attention.”