When it comes to video advertising, viewability used to be king. But as identifiers go away, advertisers are migrating to “attention” metrics that better gauge meaningful interactions with advertisements.
“I often kind of refer to these as next-gen KPIs,” Will Margaritis, senior vice president of global commerce solutions at agency Reprise Commerce, said on a recent Tech-Talk Webinar. Attention metrics help ensure ads are in the top 10% to 15% of engagement and can be used for planning, optimization, and measurement, he said.
What the data says:
“[Attention metrics] give us a lot of data points to optimize and to make sure that we are getting that right ad in front of the right consumer because, let’s be honest, attention is something that we’re asking consumers for and we’ve got to be a little bit respectful of our using that attention to make sure we keep getting it,” said Margaritis.
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