Attention Metric and the Rising Fall of Viewability

Do you remember the good old days when all an ad needed was a catchy slogan and a strategically placed banner to rake in the dough? Yeah, those days are about as relevant as dial-up internet. 

Today's savvy website visitors are trained to skim and scroll with ninja-like reflexes and develop impressive ad blindness. 

This factor and many more have made ad viewability factor a gossip of the town. Advertisers are now having doubts about the efficiency of the impressions counted based on traffic. As advertisers are getting weary, what should you, as a publisher, do?

I think now is the time to go beyond "impressions" and focus on capturing “attention”, the key to boosting profit. This is where attention metrics come in and measure how much time people actually spend engaging with the content or the ads on your website. Using attention metrics, you can make ads more relevant, engaging, and less likely to be ignored. But wait, there's more! 

You can also aim to reduce ad clutter by using creative ad formats such as interactive ads, native ads, and other innovative formats to grab attention and boost engagement. Also, personalizing experience and showing users ads relevant to their interests can improve engagement.

By combining attention metrics with these other strategies, you can transform ads from ignored banners to engaging content that readers actually love. Let’s understand this in detail.

What are Attention Metrics?

Attention metrics is a new metric recognized by IAB that checks out how focused a viewer is on an ad. 

Forget the usual impressions and views – Attention metrics give you the lowdown on the real deal: the quality of engagement and how well a campaign is doing. It goes deeper, using eye-tracking tech and other cutting-edge tools to measure the engaged eyeballs. 

You are already facing the change in dynamics with the decline of third-party cookies and the limited effectiveness of "viewability" metrics. Attention metrics are emerging as a potential solution, offering a promising shift in measuring ad performance.

They track how long readers interact with ads and content, potentially leading to deeper connections with your users and attracting more relevant advertisers.

However, it is important to remember that attention metrics can be used to the fullest only when

• You choose the right tool and interpret data accurately.
• Use high-quality content and creative ad formats and make continual engagement efforts.
• Evaluate metrics that align with your specific goals, whether it's brand awareness, clicks, or conversions.

Nonetheless, publishers and media buyers have already started using attention metrics to prove ad effectiveness, and the trend is only growing. 

So, get ready to explore this shift.

The Downfall of Viewability

Viewability metrics simply measures whether an ad was seen by a user or not. Viewability has been the standard metric for measuring ad impressions for years. However, the limitations have become increasingly apparent.

Viewability simply asks, "Did the user see the ad?" with a yes or no answer based on predefined time thresholds (e.g., 1 second for display, 2 seconds for video). It ignores the crucial aspect, that seeing an ad and actively engaging with the ad has a vast difference. 

Moreover, bot traffic and other deceptive tactics can easily manipulate viewability metrics, inflating impressions. 

Day-by-day advertisers as well are getting wary, fearing inflated benchmarks and manipulated metrics. With time, the credibility of viewability metrics has become questionable. 

In the below thread on Reddit, advertisers/demand partners share their opinions and experiences on how different publishers meet viewability standards. They also discuss their problems related to viewability measurement and reporting.

In the discussion, concerns stated:

• Not all platforms and publishers universally adopt and enforce IAB attention time measurement guidelines for viewability, leading to varied definitions and thresholds for viewability.

• Viewability measurements vary based on ad type, size, and format, introducing variability and reducing reliability. Techniques like JavaScript, pixels, or others are commonly used.

• External factors such as ad blockers, browser settings, network latency, and user behavior can impact the accuracy of viewability metrics.

• Some argue that viewability alone may not truly capture the ad's impact or value. Alternative metrics like engagement, conversion, or attention metrics are considered to offer more relevance and meaning.

This sort of discussion has sparked a call for more trustworthy metrics, like attention metrics, to be embraced by the industry.

Viewability vs. Attention Metrics

Viewability focuses on visibility, while attention metrics provide a more comprehensive analysis of user engagement and interaction with digital advertisements.

Think of viewability like that billboard stuck behind a giant tree. Sure, it's "seen," but does it really capture attention? No. That's where attention metrics swoop in, analyzing how users interact with ads, not just if they glance their way. Think time spent, emotional response, and even video completion rates.

Here is how it all started, with a battle between binary responses and multiple ratings

Initially, publishers expected a binary response regarding if an ad was seen – a clear yes or no.  

Metrics with a binary approach only provided a "yes" or "no" answer to a specific question, often related to ad visibility or interaction. 

These metrics simply state if an ad was considered "seen" by a user based on predefined time thresholds.

Here are a few metrics that offer a binary approach:

• Clicks: Did the user click on the ad or not? This is a classic example of a binary approach, offering a simple yes/no answer on user interaction. While valuable, it lacks finer detail about the user's intent or engagement depth.

• Video completion: Did the user watch the entire video ad or not? This binary metric can gauge basic engagement but overlooks potential partial views or specific sections that resonated with viewers.

• App install: Did the user install the advertised app or not? This binary response indicates initial interest but doesn't capture whether the app is actively used or retained long-term.

• Subscription sign-up: Did the user subscribe to the publisher's content or service after interacting with the ad or did it out of compulsion to access something? This offers a binary answer on conversion but omits details about retention or engagement within the subscription.

However, Integral Ad Science (IAS), a global media measurement and optimization platform, sorted attention metrics into three levels of ratings - high, medium, and low. This was analyzed with their attention metric tracking product called Quality Attention. 

The product aimed to measure more than viewability by ascertaining how much attention an ad receives from the users.

It analyzed three key categories:

1. Visibility: Ensuring the ad was actually displayed and had a chance to be seen (e.g., not hidden behind other content).
2. Situation: Considering the surrounding environment of the ad, such as its placement on the page, potential distractions, and overall user experience.
3. Interaction: Measuring how users engage with the ad, such as hovering over it, clicking on it, or watching a video ad for a certain duration.

Based on the performance of each ad impression across the above categories, the tool assigned one of three scores:

• High: The ad was highly visible and well-placed and received significant user engagement.
• Medium:  The ad performed adequately in some or all categories.
• Low: The ad had limited visibility, was poorly placed, or received minimal user interaction.

A research on the product stated that ad buyers, advertisers, or demand partners, including brands and agencies, favor a nominal scale to measure attention. It further claimed that the focus is on actionability, multi-faceted reporting, and real-world impact. Due to this, advertisers are looking for solutions that offer deeper insights and strategic guidance beyond just a single numeric score.

Meanwhile, this report has come as a surprise to the publishing community, mainly because publishers relied on assigning numbers to data.

Commenting on the report in an X Post, one expert, Mike O’Sullivan (the co-founder of a website that provides metadata for digital advertising) pointed out that the old yes/no system was easily gamed, especially with ad-heavy websites. 

His solution? Decouple attention metrics from viewability altogether.

Why the sudden shift?

Because advertisers now have more to analyze. Hence, publishers like you need to find a new data language. 

Attention metrics offer a fresh view, telling you if audiences are truly engaged, not just passively exposed.

You could start asking questions like – did they actively engage? How long did they look? Did it evoke any emotion?

This shift is crucial for you as a publisher to move beyond the "seen" and offer premium ad inventory based on proven engagement. Attract top-tier advertisers and eventually boost your revenue.

The Action Plan: Focus to Ace Attention 

Let's face it - banner blindness is real, and if you are tired of ads getting ignored? It is time to ace attention, improve engagement, and adopt attention metrics.

Here's the plan:

• Understand user attention: Ditch guesswork! Attention metrics reveal how users truly interact with your content and ads. No more wondering if they "get it" - you will have data to know if they are absorbing and responding. Such as one data shows that in-image ads are 4x more effective in maintaining attention compared to standard display ads, while in-video ads hold attention for 6.7x longer. You can leverage consumers' natural inclination to look at imagery that has a direct impact on engagement.

• Place ads strategically: Make use of user attention data to position ads where users naturally look. A data metric suggests that in-image contextual ads get noticed 3.5 seconds faster and drive attention 3.4 seconds longer than standard ads. Applying a strategy as per this data can create a win-win situation - offering your website visitors relevant ads so that you can earn more revenue.

• Earn more with engaged eyeballs: Attention metrics become your powerful currency. Sell ad space based on real engagement, not just views. Think of higher CPMs and premium ad inventory. Lumen's research shows that as the view time for an advertisement increases, more impressions are converted into sales - which potentially means more ad revenue for you.

• Break free from banner blindness: A study says that 70% of consumers skip standard display ads, highlighting the need for innovative approaches. To stop ads from disappearing - find fresh, impactful placements that grab attention with new formats and a better user experience. 

• Make smarter decisions: Unlike old metrics, attention metrics show a direct connection to your success. Make informed choices based on real engagement, leading to happy users and better business results. Several studies show that consumers feel more receptive to ads relevant to their current interests, emphasizing the importance of context in ad placement. Also, contextual ads have 4x stronger breakthroughs and 3.9x higher purchase intent.

But how do you access this data? It's a collaborative mission:

1. Eye-tracking technology:

Imagine tiny cameras observing user interactions. They pinpoint where users focus, helping you place ads for maximum impact. 

Companies like Lumen Research and SMI use such technologies to measure where users look on websites and in apps, offering valuable insights into ad placement effectiveness. 

Example: Condé Nast partnered with Lumen Research to understand how users engage with ads on their platforms. Eye-tracking revealed that ads placed above the fold in long-form articles received significantly more attention. This data helped them optimize ad placement for better user experience and advertiser RO

2. Decoding user emotions: 

While technologies like heart rate monitors and brainwave readers can theoretically gauge emotional responses to ads, ethical concerns and technical limitations restrict their widespread use. 

However, companies like Neuro-Insight are exploring these possibilities responsibly, focusing on measuring subconscious responses without violating user privacy. These unveil the deepest impact of your ads, but their use is still evolving.

3. Tracking user behavior: 

As per research, in-image ads hold attention 4x longer and in-video ads 6.7x longer than standard display ads. These metrics are tracked by digital detectives to reveal where users focus and which ads do better than the others. 

Dwell time, scroll speed, and cursor movement - are some of the many user behaviors that can be tracked. Platforms like Chartbeat and Similarweb provide these analytics, helping publishers like you to understand how users interact with content and ads.

They used dwell time data to optimize campaigns, identifying media placements that kept users engaged and ultimately led to tune-in. However, standardization is still a work in progress across platforms.

4. Uncovering user thoughts: 

Surveys and brand lift studies offer insights into brand awareness, consideration, and sentiment. While powerful, they rely on self-reported information.

Example: Condé Nast used surveys to understand that while users found their content inspiring for purchase decisions, ad attribution traditionally pointed towards social media platforms. This helped them showcase the value proposition of advertising on their own sites.

5. AI & ML:

Artificial intelligence and machine learning (AI/ML) algorithms analyze the data from various sources. All the data gets combined by AI/ML, creating an "attention score" that predicts future user behavior. This score is your golden compass, guiding data-driven decisions for ultimate engagement and revenue. 

Platforms like Integral Ad Science (IAS) and DoubleVerify offer these solutions, helping advertisers optimize campaigns for maximum engagement and conversions.

Example: MediaHub uses attention metrics as currency, building custom bidding algorithms and private marketplaces (PMPs) that prioritize ad placements proven to drive attention and conversions.

Why should you join the attention revolution?

• Because attention metrics go beyond "seen" data, revealing true engagement with your message. 

• Ads with striking visuals and innovative designs attract 4X more attention.

• Over 57% of US ad buyers already use performance metrics to gauge attention (Integral Ad Science, 2023). Are you keeping up?

• An ad viewed for 3 seconds has a 50% chance of conversion, highlighting the importance of attention time.

• The data speaks for itself – the below chart shows the adoption gap between ad buyers and publishers for attention metrics. This further emphasizes the urgency for you as a publisher to join the revolution.

• Ultimately, by embracing attention metrics, you gain a competitive edge and unlock the true potential of your ad inventory.

Let the Attention Revolution Begin…

Attention is the new currency. This means eyeballs that truly engage with ads translate directly into real ROI for you as a publisher.

With the attention revolution, you can now showcase the true value of your ad spaces based on their ability to grab and hold user attention. This empowers you to attract premium advertisers willing to pay for engaged audiences. You can also build trust and transparency by aligning with advertiser goals and focusing on genuine user engagement.

But, remember, with great power comes greater responsibility. 

Standardization is crucial while measuring attention metrics. Different methodologies for measuring attention exist, and industry-wide consistency is needed to ensure fairness and accuracy.

Also, without standardization, attention metrics can be misused. Hence, prioritizing authentic engagement is crucial for a healthier ecosystem that benefits everyone.