Marc Guldimann has been on the forefront of innovative media measurement, having started and sole multiple companies in this space. He’snow founder and CEO of Adelaide, which provides an omnichannel media quality score based in attention metrics. He also founded Parsec Media, which was sold to Kargo, and Enliken. He discussed why attention should go beyond gaze duration and how to best unpack creative, media, and attention metrics to maximize advertising effectiveness.
Why is attention important?
Attention is important for advertisers because reach has become extremely fragmented over the past 20 years. Since the advent of digital advertising, advertisers have been very fixated on who they’rereaching, sometimes losing focus on how those consumers are reached. At the same time, there’s been a massive fragmentation in media consumption patterns. It’s become more important to measure the quality of that reach, and attention metrics created an opportunity to do that for advertisers.
Global advertisers seldom test the efficacy of every video creative, often due to cost and complexity associated with traditional research methods. However, advertisers that test more have greater potential to achieve competitive advantage in the attention economy.
Realeyes, a pioneer and leader in video attention measurement, today launched the next generation of its PreView solution to test every video creative, across any audience and market, adding incremental value to existing advertising metrics.
PreViewoffers unprecedented simplicity, agility and scalability to advertisers seeking to better understand and improve their video creative performance through attention and emotion metrics. The PreView service is built on the most advanced facial coding technology and machine learning. That includes 20 patents and 19 pending in attention and emotion AI, including U.S. patent 10,194,213 for its “computer-implemented system and method for determining attentiveness of users.”
Realeyes’ PreView measures the second-by-second facial expressions and attention cues of participants as they watch video from desktop and laptop computers, and mobile devices. Responses are scored based on the ability to capture audience attention in the first seconds, retain that audience, and encode the brand message through emotional engagement.
Advertisers who adopt an always-on attention testing capability can unlock sustained competitive advantage and brand growth.
“PreView returns humanity to advertising measurement by assessing real human response to ads, while bypassing many challenges associated with self-reported data and long, complex surveys,” said Mihkel Jäätma, Realeyes co-founder and CEO. “More human attention in advertising equals more sales. Advertisers who adopt an always-on attention testing capability can unlock sustained competitive advantage and brand growth.”
I’m excited to announce our new and improved PreView, a timely development as industry turns its attention on creative.
We have always believed that creative performance needs to be an always-on strategy. Yet, advertisers seldom test the efficacy of every video creative. The reality is that there wasn’t an easy-to-use and cost-effective way to do so. Until now.
Our new PreView platform enables advertisers to test every video for the attention economy.
Measuring Human response at The Speed & Scale of AI