CTV INNOVATION TEAM ATTENTION MEASUREMENT
In the world of video ads, viewability used to be the standard currency. But now, with identifiers fading out, advertisers are moving towards attention metrics. These metrics are the new go-to, giving a better read on real interactions with ads.
Attention metrics redefine digital advertising, gauging true engagement over mere visibility. According to eMarketer, nearly 96% of advertisers worldwide have included attention-based metrics in at least some of their media buys. Revealing authentic audience interaction, attention reshapes ad strategies for increased impact and enhanced ROI.
Tracking attention gives advertisers the edge to craft data-driven strategies, optimizing ad campaigns for stellar performance. This savvy approach directs ad spend to high-impact formats and placements.
BENEFITS FOR ADVERTISERS
To provide advertisers with a clear understanding of attention drivers, CTV Innovation Team unveils a duo of measurement tools tailored for Connected TV.
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IO & PMP & PG
Adelaide offers AU measurement across CTV, allowing marketers to assess value consistently across channels using a single, standardized rating.
Functioning seamlessly across all channels, formats, and devices, the AU score spans from 0 to 100, where higher scores correlate with a greater likelihood of attention.
IO & PMP & PG
Lumen CTV Attention Solution offers a way to measure and optimize CTV campaigns through attention scores.
Using the Lumen attention measurement tool, customers can assess CTV performance using a standardized set of cross-channel attention metrics, such as view time, total views, attention per second, and attentive cost per impression for each campaign, ad format, and partner.
HOW DOES ATTENTION WORK IN CTV?
Adelaide and Lumen are using a panel-based measurement solution to optimize CTV campaigns by attention score.
Global Director CTV