What Are Attention Metrics: Why Brands Need To See Beyond Viewability
Marketers have relied on viewability as a metric for the longest time to measure the success of an ad campaign. Afterall, an ad seen means the ad is working – right?
But with the auto-play video ads in the picture and the attention of the users moving to instant scrolling, the ad being just viewable cannot be reliable.
The hard truth that modern marketers are realizing – the ad might be technically “seen” but it can be completely being ignored by the audience.
Focusing just on viewability metrics is not sufficient to understand whether the user absorbed the ad’s message or not. Therefore, the need for an advanced ad metric to evaluate ad performance was required. This shifted the focus to attention measurement or what the industry now calls attention metrics.
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