Attention measurement and attention metrics are essential for any successful digital advertising campaign. If you want to know how effective your ads are, you need to measure the level of attention they receive. In this blog post, we’ll discuss what metrics to track and how to use them to accurately measure your ads. With the right attention measurement and metrics in place, you can make sure your digital ads are working for you.
Defining Attention
In advertising, attention refers to the level of engagement and focus that a consumer has on a particular ad. This can be measured through various methods, including viewability, eye-tracking, and biometric attention metrics. Viewability is a metric that tracks how many people are actually able to see the ad, while eye-tracking metrics measure where a consumer's gaze is directed on the screen. Biometric signals, such as heart rate and facial expressions, can also indicate the level of attention and emotional response to an ad. Brands may also use focus groups to gain insights on consumer attention and perceptions of their advertising. Ultimately, measuring attention is important for determining the effectiveness of advertising efforts and driving brand lift.
Attention Metrics to Track
When it comes to measuring attention in digital ads, there are several metrics that brands should be tracking:
First and foremost, viewability. Viewability is a measure of whether an ad had a chance to be seen by a consumer. Today, viewability measurement is standard across advertising campaigns, and it is the expectation of brands and ad buyers that publishers and inventory sellers deliver viewable impressions. So it’s important that marketers go beyond viewability to measure the effectiveness of their ads.
Scroll rate, in-view time, and universal touch rate help dig deeper beyond viewability to show you if your ad was engaged with. Today, someone doesn’t have to click to show engagement. Hovering over an ad is a valuable metric that tells a much deeper engagement story than a simple impression, click or viewable percentage.
To really beef up your attention measurement, biometric attention metrics are the most sophisticated way to track attention. Eye-tracking is the most popular of biometric measurements. Eye-tracking measurement is becoming increasingly popular as a way to track attention, with these metrics providing insight into where viewers are looking on the screen and for how long.
How to Use Attention Metrics
Measuring attention in digital ads is critical to determining whether your marketing efforts are working. However, just tracking metrics won't suffice, it's crucial to read and understand them correctly. Now that you have a clear understanding of the attention metrics available to you, it's time to put that data to work.
First, use the insights from your attention metrics to identify the most effective ad formats, placements, and messaging strategies. This data can inform future campaign optimizations, as well as provide insight into what works best for your target audience. But, why wait for future campaigns? Running live testing during a campaign with a partner like PadSquad and Echelon can allow you to make adjustments to your ongoing campaign sooner.
Second, use your attention metrics to adjust your bidding strategies and budgets accordingly. If you see that certain placements or formats consistently drive more attention and engagement, consider investing more in those areas.
Finally, don't forget to compare your attention metrics to other key performance indicators like conversions and sales. This will help you understand the correlation between attention and bottom-line results, and ultimately guide you towards the most impactful advertising decisions.
Contact us to learn more about setting up attention measurement on your advertising campaigns today, and how to deploy the best creative tactics to drive deeper and more meaningful attention and engagement.
