Beyond clicks and views: Attention metrics are the future of digital media

We've long relied on clicks, views, and impressions to measure the success of digital media campaigns. However, with shrinking attention spans and increased ad fatigue, these metrics now seem less relevant and inadequate. This has sparked interest in attention metrics, a potential new standard for understanding when an audience engages with content and the ads adjacent to it.

What are attention metrics?

Attention metrics go beyond simply measuring deliverability. They attempt to measure the quality of engagement, measuring how engaged users are when interacting with content on publisher inventory. These metrics leverage various factors, including but not limited to:

• Time-in-view: How long an ad or content is actually visible on the screen.
• Scroll depth: How far down the page a user scrolls.
• Mouse movements and clicks: Tracking active engagement.
• Eye tracking: Pinpointing a readers' visual focus.

Why are attention metrics important?

• Better awareness measurement: Attention metrics provide a clearer picture of whether your audience is engaged with your inventory partner and ads, leading to better campaign optimization and hopefully an increase in return on investment.
  
• Improved user experience: Publishers can measure content that captures and holds attention, allowing publishers to create more engaging content, leading to increased return readers and loyalty.
  
• Reduced ad waste: Identify placements that are actually being engaged with (rather than just scrolled by,) minimizing wasted ad spend on less efficient placements.
  
• Publisher revenue opportunities: Widespread adoption of attention metrics allows publishers to be compensated based on content engagement, rather than clicks or impressions. Long-tail publishers should champion standardization so t it’s easy to transact with.

The impact on premium inventory

Attention metrics offer real potential for publishers with inventory often perceived as too “costly” on editorial and news sites:

• Premium pricing for high-attention placements: Similar to the approach digital media took with viewability, publishers with content that consistently generate high attention can adjust their rate cards to prices for their ad placements that represent the performance they are driving.
  
• Focus on quality content: Attention metrics incentivize publishers to create high-quality, engaging content that captures and holds user interest.
  
• Improved visitor experience: Higher CPM (cost per mile) allows digital publishers to declutter ad heavy pages, which fosters return visitors.

The future of attention

As attention metrics become core to measurement in digital media, standardization will facilitate easier transactions for media buyers. Expect to see more sophisticated measurement tools, greater integration with demand and supply side platforms, and wider adoption across media planners in all verticals. This shift towards attention metrics enables media buyers to transact on more meaningful and brand impactful ad inventory.