{"id":5443,"date":"2023-09-05T01:17:52","date_gmt":"2023-09-05T05:17:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/09\/05\/the-time-to-set-a-standard-for-attention-is-now\/"},"modified":"2023-08-30T10:19:37","modified_gmt":"2023-08-30T14:19:37","slug":"the-time-to-set-a-standard-for-attention-is-now","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-time-to-set-a-standard-for-attention-is-now\/5443\/","title":{"rendered":"The Time to Set a Standard for Attention is Now"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Kunal Nagpal, Chief Business Officer, InMobi\u00a0<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What is the value of an ad nobody sees? The answer is zero, obviously. Or it <em>should<\/em> be zero. But in a marketplace without a standard for attention metrics, the value of attention is all over the map. And that\u2019s assuming attention is even measured to begin with. For a moment though let\u2019s step back and think about why attention metrics are so important in the first place. Simply put, while viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">No surprise then that in recent years, advertisers have expressed a strong interest in using attention metrics to a greater degree. According to November 2022 data from the IAB, 36% of buy-side advertising decision-makers plan to focus more on attention metrics this year. Hard to argue with that. Why would you want to pay more for desktop real estate that\u2019s clearly less valuable because it\u2019s located where consumers are less likely to see it? Similarly, advertisers don\u2019t want to pay for a mobile ad impression on a phone that\u2019s face-down on the table.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A comment from a buy-side client in Cannes was very telling.\u00a0 Roughly 60 cents of every campaign dollar they spend goes to intermediate vendors. That seems rather high, but then add to it the fact that up to 70% of the ads will never be seen by the consumers. It all just means advertisers spend more to get ads delivered and then be seen than they do on the ads themselves. That\u2019s nuts!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Attention also isn\u2019t just a binary question \u2014 did consumers see the ad, or not \u2014 it\u2019s also, on the flip side, a jumping off point to measure campaign performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Attention metrics tell advertisers a lot about the relative value propositions of different publishers. They also help advertisers understand the performance of a specific ad placement\u2014something that\u2019s critical for desktop media buys, but admittedly less important on mobile, where there\u2019s only one ad unit. And then they can also be used to better understand the performance of a particular piece of the creative.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Looking at it from the point of view of the sell-side, these questions remain important to the publishers too. Attention metrics inform decisions about pricing, how many ad units to offer, and perhaps most important of all, a precise understanding of the user\u2019s true value to the advertiser.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Understanding attention has always been important. But at this moment, as the industry grapples with so much uncertainty around identity, it\u2019s vital for publishers and advertisers to own their attention metrics, rather than relying on the big platforms to share those insights. Moreover, as mobile plays a bigger role in the media ecosystem, it\u2019s important to develop new technology and methodologies for measuring attention inside the app \u2014 an area where there are a lot of exciting possibilities, but as of this writing, few solutions. Increasing investments to understand attention better is only one part of the equation though.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We need standards for attention metrics for buyers and sellers to transact in the marketplace because investments in understanding attention are only as valuable as the transactions buyers and sellers can make with that information. And here\u2019s where we run into a problem. We don\u2019t have attention as a standard currency that rolls up all these insights into something the marketplace can transact on. Without a common currency for attention, the buy-side and the sell-side are betting on marketing and PR efforts more than independently verified technology underneath, leaving a lot of value on the table.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Of course, ad tech has been here before with the debate over a standard for viewability. It\u2019s important to debate these questions as an industry, but these debates are time sensitive. While the industry spent years debating a standard for viewability, value leaked out of the ecosystem, hurting publishers, advertisers, and ad tech vendors. Ultimately, the IAB stepped in to set a standard, but the duration of the debate caused real damage in terms of lost time, wasted development cycles, credibility, and campaign performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the end, we might need not just one standard, we need dozens.\u00a0 There will be multiple lenses that we ask the same question: Did our message resonate with the audience in a way that drove them to take action? While there\u2019s a benefit to standardizing attention metrics from the perspective of buying and selling media, it\u2019s important not to lose sight of the overarching question. After all, an ad that grabs our attention doesn\u2019t mean much if that attention can\u2019t be directed toward a business goal.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I believe there will continue to be a debate about attention metrics, but let\u2019s make it a quick one focused on standardizing access and measurement. We don\u2019t need the perfect standard for attention but one that kicks off a workable standard to inform a common currency. And we need that standard or standards as soon as possible.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad.<\/p>\n","protected":false},"author":7,"featured_media":5444,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-5443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Time to Set a Standard for Attention is Now | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, 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