Attention Metrics & Definitions
What's the difference between viewability & attention?
Viewability = potentially seen
Attention = was seen
Give an example of slow and fast media
Fast = social in-feed formats
Slow = publisher web articles
How high does the average person scroll in a day?
300ft (or: the height of the Statue of Liberty)
What is the first term in the AIDA model acronym?
Attention
...followed by Interest, Desire, Action
Give a unique, over-the-top compliment to someone in the room
Define eyes-on dwell time
The total amount of time that a user's gaze was fixated on an ad impression
What is a distinctive brand asset? Bonus: give an example
“Distinctive brand assets are the things that make your brand look and feel like you, even when your logo isn’t there.”
How far does the average person scroll in a year?
109,500 (or: a full length marathon)
What decade was the first eye-tracking study done?
The 1950s
Do your best voice impression of an animal
Bonus: be nonchalant about it
Define Attentive Seconds per Mille (APM)
Total seconds of attention per 1,000 impressions
How much of media performance is based on creative?
2/3rds
How much do distinctive assets speed up processing?
Distinctive brand assets can reduce the time it takes ads to make a memorable impression by 40%.
What was the CTR of the first ever banner? (guess within 5%)
44%! This was before people got overloaded with digital content and ads, and began ignoring them...
Do an impression of a mime for a full minute
:)
Define view rate
% impressions that were directly seen / looked at
Name one metric we can pre-test your creative for
Attention (heatmap), Cognitive Demand, or Focus
How much attention is needed for encoding in memory?
Depends on your use of distinctive brand assets!
Distinctive = 1.5 seconds
Non-Distinctive = 2.5 seconds
What year was viewability standardized? Bonus: by who?
2014
Bonus: MRC and the IAB
Sing the full Canadian national anthem in an opera voice
Sing it proud!
Define the Attention Memory Threshold
The minimum amount of active attention an ad needs to receive for its message to be encoded into a person's memory and potentially influence future behavior or brand recall
How much Ad Recal lift do we see when going omnichannel?
30% (vs. only 10% for web / 18% for CTV only)
What % of digital ads receive less than 2.5s of attention?
85%(!) Yuck!!
When will we move on from attention to the next shiny thing?
NEVER! Attention is not a fad. It's been around forever and is a fundamental requirement for advertising effectiveness.
Do the entire macarena dance in complete silence
Audience: please stay quiet for maximum awkwardness