The initiative was born out of the lack of consistency and efficiency in measuring high impact. The new metrics allow media buyers to get an automated, accurate and actionable measurement of attention and to compare campaign performance against format and category benchmarks, says Adnami.
The Adnami Attention Score is broken down into two elements: Attention Per Mille (APM) – which measures how effective an ad is – and Effective Attention Per Mille (eAPM). The latter is based on total impressions, and so better suited for media optimisation purposes. With these two impact measurement metrics, the Adnami Attention Model will make attention measurement readily available and significantly more affordable, says the company.
“Attention is a widely discussed topic in the industry, and most marketers now embrace the concept as a powerful new lens to understand what good looks like in a media context. We are excited to enable our clients to get even better results out of their high impact campaigns,” says CEO, Adnami Simon Kvist Gaulshoj.
Adnami VP, Thomas From, adds: “We identified a lack of easy, automated, accurate and affordable attention measurement for high impact campaigns. Our clients were requesting a reliable and scalable proxy to measure attention on high impact campaigns to be able to evaluate and benchmark delivery on creatives and campaigns. We will continue to work to validate the accuracy of the dynamic attention models together with third parties and plan to expand the scope in which the new data product can be applied; for instance beyond high impact ad formats, and in dynamic optimisation through pre-bid optimisation tools.”
Adnami says it has deployed a hybrid approach that combines signals derived from engagement and a model derived from eye tracking to predict attentive time per 1,000 impressions. The tech company’s predictive attention model leverages signals such as viewability, time in view, pixel coverage, format and engagement. Its scalable model enables marketers to incorporate attention into their daily media operations at scale, thanks to a hybrid approach which combines key attention signals with a model derived from eye tracking studies.
Adnami CEO, Simon Kvist Gaulshøj, adds: “At Adnami we are dedicated to building simple and powerful products to enable advertisers to generate better returns from their digital media investments. With the release of our predictive attention models, we are giving our clients a tool to document the attention value generated on high impact campaigns, but also a tool to plan and optimise media distribution.”
Adnami is now trialling the impact of the Attention Score with agencies and marketers and will be unveiling case studies on the results in Q3.
Adnami has released a white paper on the subject which can be downloaded by inputting your contact details here.
You can find out more about Adnami in our Publishing Services Directory.
Keep up-to-date with publishing news: sign up here for InPubWeekly, our free weekly e-newsletter.
