Dec 15, 2022
Attention, attention, attention... The word every marketer keeps hearing and reading these days. Attention measurement tries to monitor the level of interest shown in any given ad, by any user. But not all methods are equal and the industry is yet to develop common standards or guidelines. 👇
We keep saying it: the industry does not have (yet) a shared definition of attention. Despite this, more and more players are positioning themselves in this niche by offering an attention score but also, and this is where it gets interesting, a new way to buy traffic… through them.
Innovation is key to the good health of all markets BUT advertisers must be cautious not to jump in early with unproven models, even more so when those models don't benefit from any accreditation or certification. However this is not the main issue, the main issue is that no one should mark their own homework. This is key to any verification process, especially one that follows no common rules.
In order to raise quality further, the market will have to continue as it already does by customizing existing and accredited indicators, step by step, for example by improving the exposure surface of ad creative and exposure time. Marketers! bring your own custom definitions and KPIs and we will build an attention score inline with your strategy and your definition of quality.
As for eye tracking panels or neuronal studies, although they are a good solution to help publishers optimize placements and advertisers to study the impact of their post-test campaigns, at this stage they cannot be integrated effectively into programmatic media buying. These are not tools to scale but to understand very specific details of your campaigns (should my banner be red or blue?).
We track hundreds of millions of impressions per day on all devices, OS, applications, browsers, sites... It is a very complex ecosystem. Therefore you cannot perfectly match what is measured in laboratory vs what we see in the wild. This is why these scientific proxies are not subject to standards, guidelines and audits, unlike well established measurement tools like Adloox that have been accredited by the MRC (Media Rating Council).