LONDON – In the last few years, “attention” has moved from a fringe idea in advertising to play a leading role.
Now attention metrics are fuelling real planning decisions — without coalescing into a single standard.
Still, in this video interview with Beet.TV, Jon Waite, Global Managing Director, Havas Media Group, says that may not be necessary.
Debate Over Measurement Methodologies
There is still a debate going on today about how to measure people’s attention, with some companies measuring eye tracking and others looking at the makeup of the ad itself, such as size, placement, scroll speed, and click rate.
“There’s still a difference of opinion of methodologies,” Waite said.
But whichever, I think what’s kind of happened over the last few years is agency groups and clients have selected their preferred partners, have decided on what they’re comfortable with as a definition and started to really integrate that into our planning processes, into our tools that we’re developing.
Standardization Not Necessary for Attention Metrics
Attention metrics are now being used to drive planning decisions across media channels, such as how much investment goes into TV versus social versus display. They are also being used to compare placements on different websites and determine what advertisers should be willing to pay for them.
Waite’s Havas has adopted a Meaningful Ad Unit metric following work with attention measurement firm Adelaide.
“It’s fueling a whole suite of tools that help advertisers, I guess, pick media channels better and more effectively,” Waite said.
While some buyers may be concerned about standardizing attention metrics, Waite believes that it is not necessary unless they are being used with currencies such as Origin or BARB.
“If the conversation is around using attention metrics to augment the JICs in this new kind of space across media, then yes, there’s some (required) standardization, or at least clarification of what attention is required,” Waite said.
“But actually, where it’s being used by the vast majority is a way to understand the quality of media, of the placements that we’re buying across different channels and platforms and sites and all sorts of things and say, ‘Is it worth buying?'”
Understanding Attention
Waite believes that advertisers need to have a good testing framework in place and a clear articulation of the outcomes they want to achieve when using attention metrics.
The pitfalls he sees at the moment are teams using attention metrics to try and drive things that aren’t really outcomes, such as clicks.
“The purpose of wanting more attention is so that people see the ads you’re putting out there. So it drives those increases in memory and connection to brands,” Waite said.
You’re watching Beet.TV’s coverage of CIMM London 2024, presented by Index Exchange. For more videos from CIMM London, please visit this page.
