How to measure attention?

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The evaluation of attention as a metric does not yet have a universally recognized definition, which leads to the use of various methodologies.

Attention measurement methods typically begin with eye-tracking studies , often conducted using panels of users who consent to being exposed to digital content, including ads. Eye-tracking cameras analyze users' eye movements on the screen. They are then sent a questionnaire to accurately verify the attention paid to ads and the memorization of the brand messages disseminated. The data collected feeds Machine Learning algorithms capable of predicting which types of content and creative campaigns will resonate best with users.

In addition, additional signals are integrated into campaigns to improve the accuracy of the predictive model, combining eye tracking data with metrics such as viewability, time on screen, dwell time, contextual relevance, hover time, scrolling time, click rate and sound volume.

The Adelaide Attention Unit
Adelaide, a leader in attention measurement, has created one of the most sought-after metrics in the industry : the Attention Unit (AU). It evaluates ad placements with AU scores from 1 to 100 to predict the likelihood of generating results. These scores are based on how users interact with the page where the ad is placed and the results obtained from this interaction. The higher the AU score, the more likely the placement is to generate results throughout the funnel.

Marc Guldimann, CEO of Adelaide, explains: “All campaigns must be optimised for tangible results for advertisers. Attention must be broken down in order to be used strategically. It is crucial to capture attention at key moments, such as when a distinctive element of the ad appears or a message is communicated. We believe that publishers have a responsibility to create opportunities to capture attention through creative and to collaborate with publishers to achieve meaningful results.”

Visibility vs. Attention: What’s the Difference?
In contrast to viewability, which simply indicates the likelihood of an ad being seen, media directors email database attention allows marketers to optimize their media buying strategies by focusing on actual results . Instead of investing solely based on metrics such as impressions or reach, marketers can now guide their strategies by evaluating the attention an advertising campaign generates.

Attention metrics go beyond impressions to provide a transparent and privacy-respecting method to accurately assess media quality and effectiveness. While basic metrics like viewability can help determine whether to invest in a particular medium, attention metrics address more crucial questions like the appropriate level of investment, media performance, and the impact of the brand message on audience attention. With these insights, marketers can make more confident investment decisions, fine-tune their media strategies to target more efficient sources of attention, and achieve better branding results.

“I see attention metrics as an evolution beyond viewability. More and more of the high-visibility spaces that exist today don’t really generate much attention or results for advertisers. The biggest advancement that will come from attention metrics is replacing viewability with a better measure of media quality,” explains Marc Guldimann.