#AADigital: Are Attention Metrics the Future?
Posted in: Uncategorized
Measuring ad performance against frequency and impressions is so yesterday. “Time spent” is now the hot new metric that buyers, sellers, measurement vendors and marketers are counting on to overcome viewability concerns and cross screens.
“There are two things that are proven to show recall recognition,” said Tony Haile, CEO of Chartbeat, speaking on a panel addressing the topic of attention metrics at Ad Age’s Digital Conference. “One is the quality of the creative. The second is the amount of time that ad acrues. Price on that time, and attention becomes a way for marketers to be more effective, and for publishers to have engaging content. The more they can capture in view, the more that ad is worth. It’s a sustainable business model going forward.”
It might be sustainable, but for now, the metric, which is being tested by the Financial Times, is not quite so widespread.
Post a Comment