WJR Business Beat: In Advertising, Active Attention Is the Key Metric (Episode 467)

On the Business Beat, Jeff shares some marketing advice from an Omnicron Media Group/Amplified Intelligence study indicating impressions aren’t the ad metric businesses should be eyeing.

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Good morning, Paul!

This morning on the Business Beat, we have new information just published, relating to advertising, that is really enlightening. Now, Paul, this information comes from Omnicom Media Group and Amplified Intelligence and their just-released study that focuses on identifying when consumers pay attention to ads and when they don’t.

You see, it goes beyond simply viewing an ad these days. You’ve gotta capture that all-important attention and focus of consumers. Findings from the research, for example, conducted across Yahoo’s digital properties showed that of ads viewed less than 1% actually achieved active attention from consumers, illustrating a huge gap between views and that all-critical active attention. The study shows that viewability and attention are simply not the same.

Elizabeth Herbst-Brady, head of global revenue and client solutions at Yahoo, believes that the findings from the study reveal the nuances of consumer attention. It requires combining the right formats in the right environment and context, relevant to each audience in order to go beyond views to actually achieving getting consumers’ attention.

The goal: Marketers should strive to gain at least 2.5 seconds of active attention to an ad. So here’s my bottom line, Paul, as business owners and marketers, we tend to focus on how many views, that is how many impressions a given ad receives. The more impressions, the more successful the ad, right? Well, now this study shows not really. While that is sometimes true, this new data reveals that the more important metric to pay attention to is active attention generated to a given ad, not just views. It’s time to make a change in the way we think about our ad campaigns and how we measure success.

I’m Jeff Sloan, founder and CEO of startupnation.com, and that’s today’s Business Beat on the Great Voice of the Great Lakes, WJR.

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