Yieldmo Unveils New Research Finding 98% of Brands Believe Customer Attention Data Can Improve Mobile Advertising

Hot off the press! We’re excited to announce the release of our latest research study, Attention 2.0: Enhancing Ad Measurement Beyond Clicks & Viewability. Conducted by Forrester Consulting on behalf of Yieldmo, this study researched how brand marketers can leverage customer attention data to improve mobile advertising outcomes.

“We commissioned this study to better understand why so many brands aren’t taking advantage of new data-based approaches to harnessing, understanding and leveraging consumer attention. The findings highlight the gap between what marketers know how to measure in mobile advertising today compared to what marketers wish they could measure. And, more importantly, how these metrics would impact advertising performance and business outcomes,” said Lisa Bradner, General Manager of Data & Analytics at Yieldmo. 


Surveying 164 brands across the retail, automotive and CPG segments in October 2019, 98% of respondents confirmed attention metrics would drive value for their organizations. However, the challenge is less than 50% of marketers feel confident in measuring granular mobile ad metrics.

Key findings from the study include:

“Over the past year, we developed a strong hypothesis that attention analytics can help marketers move beyond metrics, like viewability. What the study found supports our assumptions. The majority of industry marketers understand and find value in the concept of attention, but they aren’t able to measure it on their own. Measurement is critical to optimizing and improving their campaign creative and targeting,” 

“Time is of the essence. Marketers need to enhance their customer attention metrics to help improve the effectiveness of their mobile advertising spend,” said Bradner. “There is a significant amount of untapped revenue that comes from understanding your consumer’s interests and intent. That’s why we have developed AEROS Attention Analytics to help marketers capture and understand attention behavior. Moreover, it enables brands to utilize these metrics to optimize advertising campaigns.


Click Here To Download The Full Forrester Opportunity Snapshot Study.