Attention Matters: Harnessing the Power of Attention Metrics to Maximize Advertising Outcomes
Attention is the heart of advertising – after all, what good is an ad creative if it doesn’t engage and mobilize its intended audience? And given the speed of digital culture and the variety of content and advertising experiences consumers encounter each day, capturing meaningful attention is increasingly challenging.
Today, the media industry has evolved to a place where we are able to measure the impact of attention itself. Privacy-friendly attention signals are transforming the way advertisers can monitor and predict campaign performance and, ultimately, drive outcomes for brands. We are excited to explore this fascinating topic at CES 2023 in January, one of the largest creative forums in the world. Our “CES Storyteller” session will discuss this paradigm shift in media measurement and dive into common misconceptions, or “myths” around attention measurement, including:
Myth #1: Attention Metrics do not correlate with campaign performance.
Reality: DV has been able to prove that attention metrics correlate with both brand awareness and direct response KPI’s.
Myth #2: Attention can be measured as a simple, single metric.
Reality: Attention is a complex, non-binary concept and, to be accurate, measurement must cover a gamut of signals, including exposure (independent of user activity) and engagement (a direct measure of user activity) – that can be harnessed to maximize diverse campaign objectives.
Myth #3: Attention is not a viable media currency that advertisers can transact on in real-time.
Reality: Attention measurement is rapidly gaining momentum and is set up to become an actionable digital currency.
Thursday, January 5th, 2023
1:00 to 1:40 PM PST
Mariposa Ballroom, ARIA C Space
Set up a meeting with us at CES by emailing Events@DoubleVerify.com. See you in Las Vegas!