Adnami has launched a white paper titled "It's all about attention," which advocates for the prioritization of attention over viewability in advertising metrics. This shift is crucial as recent research indicates that attention metrics substantially predict brand awareness and recall more accurately than viewability, which only measures visibility duration. The white paper outlines strategies for advertisers to improve campaign performance through attention-focused approaches, while highlighting the correlation between attention levels and significant business outcomes such as increased conversions and sales.
Attention metrics are one of the most effective ways to quantify and improve the real value of digital advertising. In this white paper, we provide both the theoretical background, data-driven insights and practical tips to work with attention.
A viewable ad, defined by IAB/MRC standards as having at least 50% of its pixels visible for one second, doesn’t guarantee that it was actually seen, let alone engaged with.
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