As brands increase their CTV and online video investments, they must move beyond traditional effectiveness models towards visual attention measurement.
What makes a successful ad? Attention. And all the targeting in the world won’t matter if the people who view the ad are persuaded or entertained.
That’s why we invite our partners in creative to join the attention-measurement party. Attention, not scale or reach or viewability, is the most important topic in media today.
The reality is that our partners in creative likely have more influence on attention than media. Our VP of marketing Max Kalehoff had written a guest post in Forbes welcoming creatives to learn more about attention measurement and why it is the most important topic in advertising today.
Advertisers can now find out how much attention their ads will attract before they are launched thanks to a new AI-powered metric released today by emotion AI company Realeyes.
Marketers will be able to measure the likely attention their content will generate by using consumers’ webcams to monitor various behavioural cues such as eye movements, blinking, yawning and head movements.
The other weekend I caught myself juggling between six different connected devices at the same time.