The Attention Economy: Why It's the Future of Advertising Attention, attention! Step right up and witness the magical world of attention metrics - where eye-tracking meets machine learning to predict whether your ad will rock someone's world or leave them scrolling for the nearest exit. With the power of attention metrics, advertisers can finally rest easy knowing they're capturing hearts (and wallets) one gaze at a time. So, pay attention folks - this is where the ad industry gets serious about being seen and
heard!"
Attention metrics are proving to be one of the best metrics for certain online advertising. With the rise of digital advertising, capturing audience attention has become more important than ever. The focus on attention is
part of an industry-wide push for measurement tools that go beyond recording a person viewing an ad and instead focus on whether they had an opportunity to absorb its messaging. In this article, we will explore the concept of attention metrics and why they are becoming increasingly important in the advertising industry. Attention metrics are a collection of data points that are used to
predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member. These data points can include eye-tracking studies, which follow the path of a participant's gaze around the screen, as well as proxy signals like viewability, time in view, dwell time, contextual alignment, cursor hover time, scroll depth, click-through rate, and audio volume levels. All of this data is fed into a machine-learning model that predicts what types of media
content and campaign creative will resonate with people. One of the most important aspects of digital advertising is capturing audience attention. According to a recent report by Oracle Moat, for an ad or campaign to be successful, a combination of metrics will give brands a holistic view of performance. These metrics should be measured against industry benchmarks and the brand's own
business goals. For desktop and mobile content, the industry benchmarks for in-view time, exposure time, hover rate, and touch rate are 28.8 seconds for in-view time on both desktop and mobile, 7.5 seconds for interaction time on desktop, 3.4% for hover rate on desktop, and 11.8% for touch rate on mobile. When it comes to video, which is the most common content type used in branding
campaigns, a mix of sight, sound, and motion signals are important to assessing the quality of the ad exposures. The Oracle Moat report states that video played in-view should be 78.7% (approximately 79 seconds), video completions in-view with audio enabled should be 29.56% (approximately 29.6 seconds), impressions where the ad was audible for any period of time should be 37.97% (approximately 38.0 seconds), and impressions where the video was played to completion should be 69.4%. Ads optimized for attention can increase recall and get more attention than a traditional advertising campaign. Attention metrics show how much time a user is spending on any given piece of content, which then helps brands determine whether their ads are effective at getting users to watch videos or read articles. By tracking how many people are engaging with their ads, they can also measure how well ads
perform compared to competing products or services. The importance of attention metrics has been demonstrated by Lumen Research, which has released a report from PwC just TODAY that reviews the Lumen Attention Measurement Platform (LAMP). LAMP is the first attention technology product to be assessed by PwC. From June 2022 to October 2022, PwC conducted a detailed walkthrough with Lumen on
the company’s attention prediction methodology across both global and domain models. PwC reviewed the application of Lumen's methodology for three blue-chip advertisers; assessing the datasets and calculations used to verify the correlation between attention and click-through rate and conversion, in comparison to viewability. PwC found that Lumen’s attention model correctly predicted whether an impression was viewed 70% of the time, where “viewed” is measured by a detected eye gaze on an ad for at least 100 milliseconds. The review’s findings demonstrated that attention per impression was correlated with superior click-through rates and conversion, in comparison to viewability. This indicates the importance of attention metrics for brands as a way to drive better
performanceacross both engagement and purchase orders. The relationship between predicted attention and brand lift metrics such as ad recall was more complicated, and in line with viewable time metrics due to brand size and creative execution. The findings of this report highlight the value of attention metrics in the advertising industry. By measuring whether an ad has captured a person's
attention, brands can better understand how their ads are performing and optimize them accordingly. Attention metrics are becoming increasingly important as advertisers seek to engage with audiences in more meaningful ways. With the rise of ad-blocking technology and the increasing use of mobile devices, capturing attention has become more challenging than ever before. Attention metrics can help advertisers identify the most effective media environments and creative formats to engage their target audience By understanding which media environments and creative formats are most effective at capturing attention, brands can allocate their budgets more efficiently
and maximize their return on investment. Attention metrics can also help brands optimize their campaigns by identifying areas for improvement and making data-driven decisions. The use of attention metrics is not limited to digital advertising. Out-of-home (OOH) advertising is another area where attention metrics can be applied. For example, Lumen Research has developed a platform for
measuring attention in OOH advertising. The platform uses computer vision to track the eye movements of people as they pass by OOH ads. This data is then used to predict the effectiveness of different OOH ad formats and locations. Attention metrics are proving to be one of the best metrics for certain online advertising. By measuring whether an ad has captured a person's attention, brands
can better understand how their ads are performing and optimize them accordingly. Attention metrics can help advertisers identify the most effective media environments and creative formats to engage their target audience. The use of attention metrics is not limited to digital advertising and can be applied to other areas such as out-of-home advertising. As the advertising industry continues to evolve, attention metrics will become increasingly important for brands seeking to engage with
audiences in more meaningful ways. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Meta Platforms seems to be back on track with their advertising business, as revenue grew by 3% in the first quarter of 2023. However, their net income took a hit due to a 10% increase in spending - looks like the cost-cutting measures they've implemented are yet to bear fruit. On the bright side, Meta is
projecting a stronger second quarter with revenue growth expected to shoot up by 11%. All in all, it seems like Meta is trying to strike a balance between cutting costs and boosting profits - they're certainly keeping us on our toes! Allen Media Group is joining the ranks of networks certifying VideoAmp as a new trading currency for the upfront
advertising marketplace in 2023-24. The group announced that it will now accept ad buys for The Weather Channel based on VideoAmp's audience estimates, a year after filing a lawsuit against Nielsen claiming that the legacy TV advertising industry currency misrepresents audience estimates. With VideoAmp's certification by multiple big TV network companies and the network-owned Open AP's pitch for its "joint industry committee," this move by Allen Media Group shows that innovation is
necessary for today's media landscape to be reliably measured. As Chairman-CEO Byron Allen puts it, the deal with VideoAmp will not only better measure the AMG audience, but also deliver best-in-class advanced advertising solutions to their partners. The UK's antitrust regulator is set to put the brakes on Microsoft's proposed $69 billion
acquisition of Activision Blizzard, citing concerns that the deal would create an unfair advantage for Microsoft in cloud gaming. Microsoft has vowed to appeal the decision, claiming that it was based on a "flawed understanding of this market." Activision has also stated that it will work to reverse the ruling. However, if Microsoft is unable to successfully appeal, the acquisition could be in jeopardy. This is not the first roadblock for the deal, as the FTC in the US has also sued to
block it on antitrust grounds. The EU's competition regulator is also investigating the deal and is expected to release its decision in May. It seems like Microsoft may have some tough battles ahead if they want to proceed with the acquisition. Last year, three engineers who had worked on modernizing Apple's search
technology began developing technology similar to that behind OpenAI's popular chatbot, ChatGPT. However, the trio had already left Apple to work on large-language models (LLMs) at Google, which they believed was a better place to work on such technology. Google CEO Sundar Pichai even personally recruited the group, while Apple CEO Tim Cook attempted to convince them to stay. The engineers are now focused on reducing the cost of training and improving the accuracy of LLMs and related
products at Google. It seems like LLMs are a hot commodity in the tech world, and companies are willing to go to great lengths to secure the best talent in this field. Connected TV (CTV) viewership has become a hot topic in the advertising industry, with streaming becoming the preferred way to watch TV.
Currently, the number of CTV households in the US has reached 113.1 million, and is expected to more than double traditional pay TV households by 2024. Viewers are also spending more time with CTV than ever before, with time spent predicted to surpass linear TV for the first time this year. However, while many marketers have used CTV in their ad strategies, 40% have not fully taken advantage of its power as an ad channel. Nonetheless, the majority of marketers believe that CTV
advertising will be "very relevant" over the next five years. CTV has also evolved to become a performance marketing channel, with over 81% of marketers using it to raise awareness of their brand or product, and two-thirds classifying it as a performance marketing channel. This blurring of the lines between brand and performance marketing offers many possibilities for advertisers in the future. Despite integrating digital marketing solutions into their strategies, the majority of marketers still struggle to meet their goals due to limited budget and resources, according to a new report by Ascend2. Of those surveyed, 69% consider themselves only "somewhat successful" in achieving their digital marketing strategy goals, while 11% admit to being "unsuccessful" altogether. The most significant challenge
preventing marketers from reaching their objectives is a limited budget/resources, with content marketing generation, data collection, and improving the customer experience following closely behind. The report also revealed that digital marketers are shifting their focus to marketing technology (martech) to increase the benefits they see from their strategies, with 80% believing it is essential to stay up-to-date on trends and martech. The majority of marketers also feel confident that they have
the tools and metrics they need to support their decision-making process. As for lasting trends, respondents believe that the metaverse, voice search, and personalization are here to stay. Data Axle has received 18 awards for its Axle Agency, including 14 Horizon Interactive Awards and four Internet Advertising Competition Awards. The
awards recognize Data Axle's work on behalf of four clients in several verticals, including travel, hospitality, and non-profit. The company was praised for its use of data-driven creative and audience-first, performance-driven approaches, which have helped clients such as Marriott, Yard House, Bideawee, and the Muscular Dystrophy Association achieve meaningful results. The awards received included Best in Category for Email Newsletter for Marriott International and Best of Show for Email
Message for Marriott International and Online Newsletter Campaign for Marriott International, among others. Data Axle Chairman and CEO Michael Iaccarino expressed his company's passion for its clients and dedication to surpassing their expectations, with the awards as evidence of the impact they are making in the industry. |
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THE CZAR OF TCPA DEFENSE: ERIC TROUTMAN’S REIGN OF LITIGATION STRATEGY Eric Troutman, commonly known as “the Czar” in certain legal circles, is one of the country’s top class action defense lawyers and a nationally recognized expert in Telephone Consumer Protection Act (TCPA) litigation and compliance. His deep experience and encyclopedic knowledge of the TCPA landscape make him an invaluable resource to institutional compliance teams struggling to comply with the shifting regulatory landscape. Eric Troutman is well known for finding
creative solutions to complex legal problems and has earned numerous first-in-the-nation results and precedent-setting cases for his clients. READ ENTIRE STORY
KPIS THAT ACTUALLY MATTER: A GUIDE TO PROGRAMMATIC ADVERTISING SUCCESS The world of programmatic advertising can be overwhelming, with a seemingly endless array of metrics to choose from. It’s easy to fall into the trap of measuring vanity metrics that don’t provide any real insight into the success of your campaign. But fear not, my dear reader, for I am here to guide you through the world of programmatic KPIs and show you which metrics to focus on to ensure your campaign’s success. . READ MORE OF THIS STORY
LIES, DAMN LIES, AND ADVERTISEMENTS: FTC SENDS
WARNING TO GWYNETH PALTROWThe Federal Trade Commission (FTC) has issued a warning to advertisers, urging them to back up their product claims or face steep civil penalties. In notices sent to 670 companies, the FTC stated that companies are required to provide “reliable evidence” to back up their product claims, a requirement that has been in place for some time. However, many advertisers continue to make
unsupported statements and false claims about the evidence they have.. READ THE FULL ARTICLE
COLLABORATION IS KEY: UNLOCKING THE POTENTIAL OF FIRST- AND SECOND-PARTY DATA
STRATEGIES The age of relying on third-party data for media buying may be coming to a close, but don't count out the power of collaboration just yet. Data clean rooms (DCRs) have emerged as a popular avenue for brands to uncover valuable insights, but they're not the end-all-be-all solution to marketing strategies in the face of a looming recession. While a DCR can help match audiences and allow brands to... READ MORE
DAVE MORGAN’S CRYSTAL BALL: HOW NETFLIX’S AD TIER WILL SHAPE THE VIDEO AD
LANDSCAPE As Netflix dives into the realm of ad-supported streaming, it’s clear that the video advertising landscape is about to experience a seismic shift. With the streaming giant making its move, we sat down with Dave Morgan, CEO of Simulmedia, to discuss how Netflix’s new tier will impact the industry and what it means for advertisers,
long-form video content, and the advertising world at large. In light of the tough ad economy in 2023, Morgan believes that Netflix’s ad-supported tier is well-positioned to succeed. “It still has limited inventory as the ad tier just begins to scale. Thus, it doesn’t need huge
commitments from advertisers, just modest commitments from a number of the top brand advertisers, and it doesn’t need to trade piercing for volume like fully scaled players need to when budgets are under pressure,” he says. READ MORE
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