User attention, the most reliable metric to measure the effectiveness of media
Posted: Sat Dec 28, 2024 9:01 am
Global media platform Teads has collaborated with dentsu global on the study “The Attention Economy”, which shows that quality publishers generate higher engagement than social networks. The results represent a step forward for advertisers who want to use Attention as a metric to plan, buy and measure the effectiveness of media.
Attention data was collected from malaysia telephone number data observing a panel of 3,005 users in the UK and US browsing publishers powered by Teads. A parallel lab study was conducted to measure the impact of attention on branding KPIs, involving 800 users.
The study shows that Attention is three times better at predicting results than Viewability , as this measure alone does not correlate with consumers' reaction to a page's content. Some factors that improve viewability, such as smaller format size or position on the page, are counterbalanced by the level of attention they generate in users.
Advertisers and agencies are looking for the best way to measure Attention. The latest release of the dentsu study has identified four key factors:
In-view time . Viewable time is one of the most important drivers of Attention. Quality content from publishers powered by Teads technology engages users with slow browsing speeds and an average of 12.2s in-view time, which in turn generates twice as much attention as other environments such as social media.
Attention data was collected from malaysia telephone number data observing a panel of 3,005 users in the UK and US browsing publishers powered by Teads. A parallel lab study was conducted to measure the impact of attention on branding KPIs, involving 800 users.
The study shows that Attention is three times better at predicting results than Viewability , as this measure alone does not correlate with consumers' reaction to a page's content. Some factors that improve viewability, such as smaller format size or position on the page, are counterbalanced by the level of attention they generate in users.
Advertisers and agencies are looking for the best way to measure Attention. The latest release of the dentsu study has identified four key factors:
In-view time . Viewable time is one of the most important drivers of Attention. Quality content from publishers powered by Teads technology engages users with slow browsing speeds and an average of 12.2s in-view time, which in turn generates twice as much attention as other environments such as social media.