Attention, Attention!
As the online world shifts from the old metrics of cookies, there is a new need for evolution when it comes to metrics for the success of advertising, in this world the old metrics of CPM versus CPE and no longer an area that can stagnate and must keep up with the times in order to keep up with the demand for measurements of success. In this article, we will look into what those next stages are taking into account the latest offerings from websites and advertisers in order to review a campaign's success.
CPM and its evolution to attention.
Attention is often the overarching goal of an ad campaign so it makes sense for the next stage of CPM’s evolution for attention to be the main measurement metric. This metric takes into account eye gaze, proxies or a fusion of both to understand and measure how much attention an ad is receiving. This new focus comes with new technology as companies look to AI to manage and analyze the huge data pools necessary to understand what success in the attention space looks like. Our CTO, Ian Liddicoat, points out that “Moving forward, measures that focus on the quality of attention will increasingly be derived from machine learning methods, given the large volume and frequency of data involved and the need for granularity.”1 .?
As new companies emerge to take on the challenge of a cookieless world these new technologies will accurately predict these attention patterns. This will be hugely valuable to agencies and brands as they can get accurate, real-time data that is actionable. This attention tool will help build a foundation for any campaign success?
CPE and the interaction evolution.
As touched on before CPE offers a more overhead view of a customer's journey through a pipeline and outlines a clearer indication of the number of target audience members reaching point of sale. The evolution of CPE Focuses more on the level of interaction not just click-through rates but other metrics depending on an ad's complexity. With interactive ads that offer levels of gamification and interaction with the target audience to the brand, there are new measurements of Engagement which offer a clearer indication of success. As these technologies develop these indicators, engagement from measurements like these will highlight how successful an ad has been more clearly as it shows a customer is more willing to show interest in the ad space rather than something as vague as a gaze.
The Way Forward
“Moving forward, brands can not rely on subjectivity in their measurement. Instead they must acknowledge sophisticated measures of attention based on actual customer behavior, and how these measures drive incremental profit, increased acquisition and retention.” Ian Liddicoat, CTO, Adludio.
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The definition of attention varies by industry and campaign objective. At Adludio we’ve developed a formula to benchmark attention according to those different variables. We’ve identified 25 individual measures and weighted them according to campaign specifics combining them to make up our composite attention score. We’ve built this into our platform applying the composite scoring historically against thousands of Adludio campaigns so we can give you data based recommendations to optimize campaign creative, pre and during flight, whilst preemptively giving you an accurate forecast as to what outcomes they can expect from a planned campaign.?
By analyzing years of data from campaigns we’ve previously run, our algorithms have identified the relationship between a number of different factors - which have varying degrees of impact on engagement and which have been weighted accordingly. These include:
While a campaign is live, our algorithms will monitor performance to deliver real-time attention scoring. Where relevant, our platform will push optimization recommendations back to the client which can be implemented mid-flight to maximize performance.
As a member of the IAB Attention Council, our approach has been presented to the IAB steering committee and we continue to work on this as part of our ongoing strategic consultation.
Building for the future in a world without cookies.
As metrics evolved the arguments remain of what is more important when it comes to measuring an ad's success. Although as outlined in previous blogs, this can depend on the ad objectives and the requirements for a campaign, most will agree that engagement is the end goal or a clearer indication of the target audience moving through a customer journey. The online landscape is ever-changing and the development of mobile ads in a more creative landscape means they can offer new methods of measurement. There is a need for more in-depth analysis but the metrics are there for brands to see their ad success and get a clearer understanding of how customers are taking in their ads and how that can be measured. The ad space is ever evolving and that is something that's not going to change. Are you ready to embrace the future?