The advertising industry has gone through a dramatic evolution of measurement metrics over the years.
It started with Impressions – was followed by Reach – count of the number of people reached within a planned frequency.
As digital marketing evolved, so did the metrics, with a generation that focused on CTR (Click-Through Rate), VTR (View-Through Rate), and Dwell Time – how long a user spends on an ad.
Then, we advanced into Viewability, emphasizing the importance of ads actually being seen.
The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) define a viewable impression as:
• Ads: 50% of the ad’s pixels are visible in the browser window for a continuous 1 second
• Larger ads: 30% of the ad’s pixels are visible in the browser window
• In-stream video ads: 50% of the ad’s pixels must be visible in the browser
window for a continuous 2 seconds
While these metrics remain relevant, the industry soon shifted towards Brand Lift Studies, a more advanced approach using machine learning to split target groups into exposed and controlled segments, measuring the relative lift in brand perception and awareness.
Now, we’ve entered the age of Attention Metrics, with a growing focus on how much time users spend on an ad and, more importantly, whether that time translates into meaningful engagement.
As digital complexity increases in terms of fragmented ad tech, fragmented /distracted audience, and content clutter – the metrics became more granular, concerning personal attention.
Today, marketers are pulling out all the stops, from innovative media strategies to compelling content, to capture user attention.
But what exactly is attention?
Is it simply measured by the seconds spent on an ad, or is it the emotional connection a consumer feels with the brand?
There is no universal acknowledged definition of Attention !
Capturing attention requires a mix of frequency, targeting, and innovation, all of which emerge from careful planning.
In today’s cluttered landscape, every brand is fighting for the same thing: attention.
This competition has pushed marketers to be more creative, introducing clutter-breaking ideas and moving beyond traditional norms where media was the hero.
Start Strong -Target high-intention inventory from the start
Scale Smart – Expand your reach to high value-prospects
Maximize net conversions – Optimize campaign for conversions.
Learn & optimize- Customise to contextual insights and learn from what’s working
Less is more.
Most folks don’t get that !
Most folks don’t get that at all !!