WARC: Using Attention Metrics to Regulate the Media Marketplace
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Marc and Karl lay out the evidence supporting attention metrics as a proxy for brand outcomes that are much slower and more expensive to measure. Here’s what WARC had to say:
“Marketers who utilize attention metrics to purchase undervalued media are doing a service to their own brands through more efficient outcomes and to the market by creating incentives for quality.”
Summary
- Looks at how it is possible to capture detailed attention metrics using the underpinnings of viewability.
- Digital media has been cursed by opaque metrics that don’t reflect quality.
- Like many other industries, the media industry needs stronger marketplace regulation to deal with bad and meaningless metrics.
- There’s an expanding body of research that show that attention metrics could help transform and improve the digital advertising market.
Takeaways
- The ad industry can learn lessons from industries such as used cars that have introduced regulation to curb inaccuracies and false claims.
- A pseudo-regulatory threshold for ‘quality’ was set using viewability. But viewability is plagued with issues.
- Attention metrics provide a more nuanced way to assess quality beyond arbitrary viewability and bring transparency to the industry.
- Attention Units and brand outcomes are significantly related. This can be seen in many sets of data with brand outcomes at all levels of the marketing funnel. Such generalizability makes these patterns meaningful for advertisers.
If you’re a subscriber, you can read the article here, or download the guide PDF.
