Teads’ Caroline Hugonenc has over 25 years of experience in media and research, building innovative measurement solutions. She spoke to Realeyes about the importance of partnerships in attention measurement, why everyone should start by testing and learning and how Teads and Realeyes demonstrated brand lift through attention.
Andy Brown has long been on the vanguard of advancements in advertising metrics. As a former CEO and chairman of Kantar Media and a strategic advisor to many emerging adtech companies, Andy has helped increase the sophistication of measuring what works. Now CEO of the Attention Council, he spoke to Realeyes about the investment in attention metrics, what education still needs to be done, and what advertisers who need to get up to speed can do to learn more.
Mike Follett’s lengthy career in media planning now helps LUMEN perfect its media attention measurement. He chatted with Realeyes about the importance of combining creative and media attention, why A/B tests are the best way to optimize for attention, and how attention helps to create bigger, better memories.
Paolo Provinciali, head of paid media strategy and operations, Linkedin is a big advocate for using advertising metrics to demonstrate specific business outcomes. He previously worked as VP of media and data at AB InBev and Global Lead, Performance Marketing Strategy, Media Lab at Google. He spoke with Realeyes about how the attention journey mirrors the process it took to adopt the MRC viewability standard, why media and creative attention are equally important, and what it will take for the buy and sell side to align around incentives.
Angelina Eng has over 25 years of digital media, marketing and operations experience, focusing on helping agencies and brands to define, build and manage digital media and marketing efforts. At the IAB, she helps advertisers, publishers, ad tech and data companies improve measurement and attribution approaches to digital media and marketing activities. She discussed the different types of attention metrics and why companies must make sure their data privacy policies are in order.
In his illustrious career, Bill Harvey has consistently advanced the field of advertising measurement towards better metrics tied to more specific business objectives. He is specifically a huge proponent of analyzing creative to effectively maximize attention. He is currently chairman of Research Measurement Technologies, which provides a system for maximizing the positive context effects of advertising.
Marc Guldimann has been on the forefront of innovative media measurement, having started and sole multiple companies in this space. He’s now 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’re reaching, 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.
PreView offers 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.”
“If you don’t have a strategy to optimize for attention in advertising, you shouldn’t do advertising.”
Don’t take our word for it; the above is a verbatim quote from Paolo Provinciali, Head of Paid Media Strategy & Operations, at LinkedIn. He should know a little something about advertising, considering LinkedIn advertising revenues are expected to surpass $4B in 2022.
LinkedIn, like all other social networks and publishers, are increasingly looking to validate the efficacy of ads on their platforms. Paolo recently published a must-read blog on attention, where he discussed how brands can optimize for human attention in advertising and how that helps them achieve better outcomes.
Attention is, of course, a hot topic taking up significant real estate at recent events like MAD//Fest and the I-COM Global Summit; we shared results from our recent award-winning attention work with Mars, Incorporated at both events.
That’s because many advertisers realize that if their audiences are not paying attention, nothing else matters.