Attention metrics and evolved measurement strategies are topics that are taking on an increasing role within the advertiser world.
Within the Blendee platform you can find numerous areas in which to keep track of some of these metrics. A good example is the unveil rate which allows you to monitor the unveil rate of anonymous users compared to the total number of users who reached a given website in a given period.
In the digital world, understanding and analysing user behaviour on a website is key to optimising marketing strategies and improving the user experience. One of the emerging metrics in this area is precisely the Unveil Rate, a metric that our company helped identify and define together with other companies and entities related to the advertising world.
Blendee is a cutting-edge analytics platform and stands out for its ability to monitor this critical metric, thus providing a significant competitive advantage.
The Unveil Rate represents the percentage of anonymous visitors who are identified as they browse a site. This metric is essential for companies that want to better understand who their visitors are and how they interact with online content. Monitoring the Unveil Rate allows companies to turn anonymous data into detailed information, improving the effectiveness of marketing campaigns and personalising the user experience more accurately.
Blendee uses advanced data tracking and analysis technologies to calculate the Unveil Rate in real time. This gives marketers a clear and immediate view of the effectiveness of their engagement strategies. For example, if a website introduces a new feature or content, Blendee can quickly assess the impact on this metric, providing vital feedback to further refine the tactics used.
A greater interest that also arises as a result of the evolution that has taken place in the field of privacy. The Blendee team spoke about this, as a sponsor, during the last meeting organised by the Internet Media Observatory of the Politecnico di Milano during the workshop, “MISURAZIONE PER L’INTERNET MEDIA: ATTENTION METRICS E STRATEGIE EVOLUTE”.
There were many insights gathered during the morning that show how the advertiser world today is paying more and more attention to these issues. Among the main reasons for this are the evolutions that have taken place in the field of privacy, with the introduction of the GDPR and ePrivacy, following the declarations of the National Privacy Supervisors, for the imminent deprecation of third-party cookies, and for increased consumer awareness of these issues .
These elements have limited tracking and measurement methodologies while at the same time reducing the amount of data available to advertisers for targeted user targeting.
In this scenario, the advertiser world is equipping itself with entirely new and cookieless measurement and tracking methodologies and tools among which are attention metrics.
Attention metrics: let’s get some clarity
Attention Metrics are one of many models that can be used for measurement in digital advertising. They have taken on an increasingly important role in the world of online advertising to make up for the limitations imposed by privacy regulations on tracking and measurement systems, and today they are considered among the new cookieless measurement models.
In addition to this another important element in their adoption is related to the problem of users’ overexposure to online advertising messages. In fact, according to an IAB UK study every day a user is exposed to 4,000 messages and spends 3 hours and 32 minutes online.
In such a situation it becomes increasingly difficult for advertisers to understand how and where to invest so that campaigns are visible and effective for the user.
The increased focus on these issues is thus a very debated topic of great interest to advertisers but at the same time is a source of confusion and disorientation.
Attention Metrics: an evolution of viewability ?
Many advertisers see attention metrics as a natural evolution of viewability metrics.
Viewability metrics (rate at which an impression is viewed) have always been used and shared by the advertising world to measure the viewability of ads. However, these metrics have a limitation: they do not allow for verification of whether impressions were actually viewed.
The situation becomes even clearer when we look at the data:
Out of 1000 impressions delivered only 51% are viewable IAB/MRC source and only 9% are viewed
So how to solve this problem? Adopting attention metrics is one possible solution.
What is attention and how is it measured ?
According to IAB UK,attention occurs when a consumer looks at or listens to an ad at the moment they are exposed to it.
Measures that have always been used to measure attention include: time of exposure to an ad and intensity of concentration.
Usually when we talk about attention we refer to visual attention, which can be active, passive or absent. Two new characterising elements have been added to this: mental and physiological attention, which have changed the way attention is detected.
The ways of measuring attention are diverse. The main methodologies and tools come from Neuromarketing studies and are:
- Eye tracking: allows the user’s eye movements to be mapped;
- EEG (Electroencephalogram): an instrument that measures the electrical activity of the brain by which the level of attention is analysed;
- Facial recognition: micro-expressions are analysed to recognise emotions that provide information about the user’s level of attention;
- Skin micro-suddenness: allows estimation of the intensity of emotions felt in front of the screen.
As we see there are many elements that impact attention, spanning both the cognitive and emotional spheres of users.
Measuring attention is a complex job, different types of metrics come into play: from typical viewability metrics, to those on the attention of viewing and interaction, and of course those on the impact they can generate on the business.
Attention Metrics and Advertiser
Advertisers today are showing greater awareness of Attention Metrics. They are experimenting with their adoption especially in digital channels. Many still show confusion: there are those who are evaluating market propositions and those who have been using them for some time with benefits over existing metrics and measurement systems.
Of course, there are many factors that influence and condition the adoption of Attention Metrics among them: campaign goals, spending on adv, and the use and reliance on digital media.
Attention Metrics in Italy
Awareness of this topic in Italy is still low compared to foreign markets where there is greater maturity both in terms of adoption and awareness.
Italian advertisers while familiar with them are unaware of measurement metrics.
In fact, according to Internet Media Observatory Research, 73% of responding advertisers say they know little about the subject or have only heard of it, with an additional 10% saying they have never heard of it. On the other hand, 69% say they know little about detection methods and 21% are not familiar with any methodology.
Despite this, as noted by the Internet Media Observatory of Politecnico, once they learn about attention metrics, Italian marketers show high interest in Attention Metrics.
Advertisers therefore are aware of the strong potential that attention metrics have in media planning activities.
KPIs and attention metric indicators
Optimise Your Marketing Strategy with Advanced KPIs and Attention Metrics
In the increasingly competitive arena of digital marketing, the adoption of key performance indicators(KPIs) and focus metrics becomes crucial to stand out and maximise the effectiveness of your campaigns. Learn how the following metrics can transform your strategy and lead to tangible results.
Visibility: Ensure Impact
- Viewability: make sure your ads are seen, not just uploaded.
- Time in View: measures the actual time an ad remains visible, ensuring real engagement.
- Full Screen: evaluates the effect of full screen ads for maximised visual impact.
Situation: Adapt your Strategy to the Context
- Ad Density: optimise ad density to avoid saturation and improve user experience.
- Media Type: tailor your content to the media type, maximising resonance and effectiveness.
- Device Type: personalise messages according to the device used, from mobile to desktop.
- Context: integrates user context to make your ads more relevant and engaging.
Interaction: Elevates Engagement
- Volume Up/Down: monitor changes in volume while displaying ads to measure interest.
- Scroll: analyse scroll behaviour to understand how attention-grabbing the content is.
- Pause/Unpause: use pause and playback data to refine the timing and placement of ads.
Measurement: Observing Results for Maximum Impact
- Reach Boosting: expand the reach of your campaigns to touch as many audiences as possible.
- Unveil Rate: unveil who your anonymous visitors are and turn the unknown into opportunity.
- Open Rate: optimise your email opens to maximise engagement.
- Click Through Rate (CTR): increases the probability of clicks on emails and ads to drive more traffic.
- Conversion Rate: convert interest into concrete action, increasing sales.
- ROI: measure the return on investment for every euro spent, ensuring maximum efficiency.
- Products in Basket: monitor products added to the basket to predict purchasing trends.
- Revenue Boosting: accelerate your revenue growth by implementing targeted strategies.
By using these advanced metrics, you can not only track but also continuously improve the performance of your campaigns. Investing in a thorough understanding of KPIs and focus metrics will enable you to make informed decisions and position yourself as a leader in your industry.
