Attention Metrics Ecosystem 2024

Adoption Picks Up Steam Despite Lack of Standardization as Attention Providers Expand Offerings

Report by Evelyn Mitchell-Wolf  | Sep 25, 2024
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Executive Summary
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Table of Contents
Executive Summary
Attention metrics go beyond viewability to measure the likelihood that an ad was noticed and taken in
Attention metrics can inform campaigns before and after launch
How should advertisers prioritize attention metrics use cases?
Advertisers can work directly with attention providers and activate programmatically via ad tech vendors
What should advertisers consider before implementing attention metrics?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Attention metrics can be applied throughout the campaign life cycle to minimize waste and facilitate performance. Get up to speed on how attention works and what offerings are in-market.
Topics
Advertising Performance Metrics
United States
Table of Contents
Executive Summary
Attention metrics go beyond viewability to measure the likelihood that an ad was noticed and taken in
Attention metrics can inform campaigns before and after launch
How should advertisers prioritize attention metrics use cases?
Advertisers can work directly with attention providers and activate programmatically via ad tech vendors
What should advertisers consider before implementing attention metrics?
EMARKETER Interviews
Sources
Media Gallery

Attention metrics get advertisers one step closer to outcomes-based measurement. Applied correctly, attention metrics can elevate strategy across the campaign life cycle, but complicated methodologies and a lack of standardization make it challenging to assess existing products.

Key Question: Who are the key players in the attention space and how can brands leverage their offerings?

Advertisers Rely on 3 Main Vendor Groups for Attention Metrics
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Key Stat: Nearly half (47%) of buy-side decision-makers expected their organization to focus somewhat or significantly more on attention metrics in 2024, according to a November 2023 Interactive Advertising Bureau (IAB) survey.

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    Table of Contents

    1. Executive Summary
    2. Attention metrics go beyond viewability to measure the likelihood that an ad was noticed and taken in
    3. Attention metrics can inform campaigns before and after launch
    1. How should advertisers prioritize attention metrics use cases?
    2. Advertisers can work directly with attention providers and activate programmatically via ad tech vendors
    3. What should advertisers consider before implementing attention metrics?
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Advertisers Rely on 3 Main Vendor Groups for Attention MetricsAttention Metrics Have Risen in Advertisers' List of Priorities (% of US buy-side decision-makers, Nov 2022 vs. Nov 2023)
    The 3 Categories of Input Data for Attention MetricsLarge-Screen Video Ad Formats Are More Likely to Grab Attention (worldwide attention units (AU), by channel, Q2 2024)
    How Should Advertisers Prioritize Attention Metrics Use Cases?

    Interviewed for This Report

    Jeff Bander
    eye square
    President
    Interviewed August 20, 2024
    Ben Dimond
    GumGum
    Head of Data Partnerships and Strategy
    Interviewed August 27, 2024
    Angelina Eng
    Interactive Advertising Bureau (IAB)
    Vice President, Measurement, Addressability, Data Center
    Interviewed August 20, 2024
    Mike Follett
    Lumen Research
    CEO and Founder
    Interviewed August 19, 2024
    Marc Guldimann
    Adelaide
    CEO and Founder
    Interviewed August 7, 2024
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed August 19, 2024
    Jeremy Kanterman
    Integral Ad Science (IAS)
    Vice President, Research and Insights
    Interviewed August 22, 2024
    Joanne Leong
    dentsu
    Global Head of Media Partnerships
    Interviewed September 20, 2024
    Karen Nelson-Field
    Amplified Intelligence
    CEO and Founder
    Interviewed September 4, 2024
    Ron Pinelli
    Media Rating Council (MRC)
    Senior Vice President Digital Research and Standards, Associate Director
    Interviewed August 19, 2024
    Daniel Slotwiner
    DoubleVerify
    Senior Vice President, Attention
    Interviewed August 19, 2024
    Collette Spagnolo
    DoubleVerify
    Vice President, Marketing Analytics
    Interviewed August 19, 2024
    Jon Waite
    Havas Media Network
    Global Managing Director Mx Design and Activate
    Interviewed August 29, 2024
    Jon Watts
    Coalition for Innovative Media Measurement (CIMM)
    Managing Director
    Interviewed August 27, 2024

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    authors

    Evelyn Mitchell-Wolf

    Contributors

    Rahul Chadha
    Donte Gibson
    Senior Chart Editor
    Vladimir Hanzlik
    Executive Editor and SVP, Content
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Zia Daniell Wigder
    Chief Content Officer
    Max Willens
    Yoram Wurmser
    Principal Analyst
    Ali Young