In order to truly understand ad performance, it is essential to consider attention metrics.
Impression based performance metrics alone provide only superficial insight into ad performance, leading to wrong conclusions.
Combining viewability data with additional attention metrics adds a whole new layer of transparency and analytical insight, enabling advertisers, publishers and agencies to make well-founded decisions to maximize ROI.
Results and findings from real Viewability Tracking data.
This is how Attention Tracking works
See how Attention Tracking measures viewability, dwell and interaction in this demo:
What is the 'Dwell' metric and why is it important?
Admetrics provides two metrics for transparently measuring attention: Dwell rate is the percentage of users that interact with an ad in some way – like hovering, clicking, playing a video or interact with custom ad functionality. Dwell time counts the number of seconds that a user is interacting with an ad.
Video and Mobile
Admetrics tracking technology covers the whole spectrum of display ads, on both desktop and mobile and including video ads. Using the MRAID standard, admetrics provides tracking of in-app ads as well.
With video-specific metrics like Audibility, Play time while in view or Completion rate while in view, admetrics delivers the necessary analytical depth to take advantage of the popularity of web video and video ads on all devices.
Working with the data
Viewability and Attention Tracking comes with Admetrics Dashboard, our own web-based analytics application. Admetrics Dashboard enables users to conveniently gather actionable insights from Admetrics tracking data and other data sources.
Our attention metrics can be leveraged for a broad range of analytics and optimization tasks, often in combination with other metrics, or even custom, vendor proprietary metrics. However, there are a number of basic applications for attention tracking. These include:
Optimize Ad Performance
Gain transparency into ad and creative performance across executions.
Understand Brand Awareness and Engagement
Get a deeper understanding of how users engage with your brand.
Gain insights about how the audience.interacts with your creatives.
Monitor if your campaigns are performing as expected.
Bid More Efficiently
Use viewability and attention data to improve your bidding algorithms.
Increase in ROI
Using Viewability Tracking, a Fortune 500 company optimized their placement viewability (>50%, median viewtime > 15s), increasing the ROI of the campaign by 37%.
Using Attention Tracking, a Fortune 500 company optimized creatives towards median dwell time being greater than 15s, improving the click through rate (vCTR) by 73%.