25 years into the digital advertising era, which claimed to revolutionize how we measure and account for the effect of ad exposure, many campaigns still rely on the most rudimentary of metrics: the click and the impression.
For advertisers and publishers, the value is getting in front of the right person at the right time, and doing so requires looking at deeper attention metrics.
Leveraging audiences’ behaviors at scale and in meaningful ways that measure the depth of attention is the new game that’s aimed to satisfy an old need.
Several recent projects from publishers and advertisers like National Geographic, Toyota, and Jumpstart Automotive Media are doing just that.
What’s working? National Geographic’s “engagement unit” allowing an online TV viewer to opt-out of the digital ad load. The opt-in rate is 100 percent with viewers spending over 60 seconds on the unit. Not only do viewers appreciate the effort, but for the business, a 600 percent increase in revenue from two years prior and an 80 percent sell-through rate is proof that innovation and a new way to think about engagement and metrics is paying off.