Why Attention-Based Metrics Allow
Publishers to Charge More
Before we get to attention metrics, a little background is needed.
Since their coinage alongside the first display ad in 1994, the clickthrough and impression have long been the de facto industry standard measures of ad engagement—and therefore valuation. Being able to load a publisher’s page, finding an ad on it and clicking was proof positive for advertisers and publishers alike that they had a valid and effective system.
But the internet of today, what with the constant competition for user attention, would be almost unrecognizable to the publishers and advertisers of 1994 where sprawling directories like Yahoo! ruled the land.
According to Chartbeat CEO Tony Haile, 55% of all site visitors spend fewer than 15 seconds on a page. Let that sink in. Less than a measly 15 seconds on a page.
Suddenly the idea that page views were tied to re-callable ad impressions was called into question.
Out of the turmoil came a simple question: if advertisers are eager to reach actively engaged users, why are they still measuring the most basic suggestions of interaction and not pricing ads around user attention?
And thus, attention-based metrics were born.
Since then, they have replaced the ad purchasing models used by newer publishers like Medium and Upworthy, and been experimented with by more traditional publishers such as The Economist and the Financial Times.
As publishers attempt to position their audience as ideal markets for advertisers, for the first time they’re able to provide detailed attention metrics based reporting that show the level of engagement their content receives. This includes time-in-view for content and ads, scrolling behavior, and mouse-over data. By drilling down to the time spent interacting with certain elements of a page, publishers can effectively track the user’s journey across their site—and across their advertiser’s ads.
With these attention-based metrics, publishers can guarantee more visibility and brand recall to advertisers, something that has been lacking using traditional clickthrough and impression metrics. Indeed, this makes a world of difference not only in calculating the overall effectiveness of their placements, but also in how effective the ads can be. Once again referencing Chartbeat, an additional 5 seconds of ad visibility can make a 30% difference in a user’s ability to recall that ad’s brand.
Attention metrics are a win-win. Advertisers benefit by having insight into how their budget is working for them, and publishers benefit by being able to charge more for this level of visibility and confidence.
Learn three other benefits of attention metrics.