In Part 2, we covered some basic Attention Signals. We use these to develop Attention Metrics, which ultimately factor into our AI models.
Baseline Attention Metrics
We calculate attention metrics based on the attention signals we collect. We factor in a set of what we consider baseline attention metrics, including but not limited to Reach, Ad Frequency, CTR, VCR, Video Play Rate, Time in View, and others.
Gestural Attention Metrics
From the gestural attention signals, we determine a set of metrics that are helpful in evaluating a level of attention on every impression. Some examples of important proprietary gestural metrics include (but are not limited to): scroll impression, scroll rate, and scroll intensity.
Unique AI Models
Once we’ve measured available signals from the particular ad medium (exposure, gestural information, ad and device capabilities), our AI models learn what is “attentive” relative to the norm. These models are frequently tailored to the particular advertiser, channel, device, format, etc.
A simplified summary of how we calculate attention might look something like this:
How many + for how long + in what sequence + in what context + integrity of the gesture + all other relevant factors = the unique algorithms that contribute to raising attention and KPI goals
The various factors that go into our understanding of attention are the deep data that we collect, the way we collect it, and the way we then use the data to predict future behavior.
Conclusion: Improving Ad Performance
We see attention analytics not just as a measurement tool but as a means to improve KPIs, relevancy, brand awareness, and overall ad performance for the industry.
If marketers apply attention data in real-time to a live campaign, they can get better results, more efficient campaigns, evaluate creative in real-time, and put their money where it’s working hardest for them. This is our ultimate goal.
To learn more about how we use attention to improve advertising, download the Guide to Attention Analytics. Here you’ll learn more about the science behind Attention Signals, Attention Metrics, and how to leverage them to improve your advertising.
This is part 3 of a 3 part series on attention analytics.