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»attention metrics

TVision Insights: ‘Ratings Only Tell Part Of The Story’

If someone goes to the bathroom while a beautifully shot commercial plays full-screen on their TV, was it actually viewable? Not so much, said Luke McGuinness, president and COO of TVision Insights, a TV analytics company that helps brands measure whether people are actually paying attention to their ads. TVision, founded in 2014, started out... Continue reading »
by Allison Schiff // March 16th, 2020 //
»
Why Medium Placed Its Bet On Attention Metrics

The fast-moving space of sponsored content has already gone through three different metrics. First, brands paid a CPM to show article snippets. Now cost per view dominates. When Medium launched its sponsored content program in April, it took the currency one step further. It charges for “total time read” (TTR), a metric that bets that... Continue reading »
by Sarah Sluis // September 13th, 2016 //
»
Attention Metrics Are Still In Their Infancy, But Some Publishers Are Blazing A Trail

Impressions don’t impress – “Attention is the key, not just being on the screen,” said Moat CEO and co-founder Jonah Goodhart at an event Wednesday about time-based metrics hosted by Parsec (formerly Sled Mobile). That’s part of why advertisers buy TV – it’s a viewable playground for branding. But viewability, after all, is just a baseline for just... Continue reading »
by Allison Schiff // May 26th, 2016 //
»
Paying For Attention Doesn’t Necessarily Mean You’re Going To Get It

Millennials are experts at ignoring what they don’t care about – regardless of ad blockers. “Millennials don’t necessarily follow the rules of marketing,” said Kathryn Minshew, CEO and founder of millennial-centric career and job site The Muse, speaking at eMarketer’s Attention event in New York City on Tuesday. “They don’t look where you want them to... Continue reading »
by Allison Schiff // October 27th, 2015 //
»
Sled Mobile Looks To Make An Impression With A Cost-Per-Second Pricing Model

It’s high time for publishers to start transacting on time. That’s the idea behind Parsec, a time-based advertising platform that was released in beta by mobile ad company Sled Mobile on Wednesday. Rather than selling on a cost-per-impression basis, Sled will start to charge by CPS – cost per second. For the moment, Parsec deals will... Continue reading »
by Allison Schiff // July 22nd, 2015 //
»
Chartbeat Doubles Down On Attention With $15.5M In Funding, Launches Engagement Tools

An attention economy solves for viewability. That’s the thinking at real-time analytics firm Chartbeat, which announced $15.5 million in Series C cash on Wednesday, bringing the company’s total funding to $31 million. The bulk of the round, led by Harmony Partners, with participation from DFJ, Index Ventures and Digital Garage, will go toward building products... Continue reading »
by Allison Schiff // May 6th, 2015 //
»
Publishers, Platforms And Brands Rethink Conventional Metrics

The industry appears to be inching slowly but surely toward advertising metrics and pricing models that better reflect reality. Twitter, for example, recently nixed timeline views – the number of times users refresh their feed – as a measure of engagement on its platform. Peter Stabler, senior analyst at Wells Fargo Securities, commended the decision... Continue reading »
by Allison Schiff // May 1st, 2015 //
»
Sticky: ‘The Ability To Be Seen Is Nice, But Actually Being Seen Is Better’

Advertisers only want to pay for viewable impressions. But publishers feel they should have the right to charge more for that type of inventory, said Jeff Bander, president and CRO of biometric online eye-tracking firm Sticky. Sticky announced a $5 million Series A round on Wednesday led by London-based VC firm Dawn Capital, with participation... Continue reading »
by Allison Schiff // April 29th, 2015 //
»
Pandora Tunes In To Engagement Metrics

At Pandora, the watchword is “engagement.” “At a certain point, it’s not how many people you bring to your product, it’s about how much engagement you see, and for us, engagement means time spent,” said Heidi Browning, SVP of strategic solutions at Pandora. The same sentiment was expressed by Pandora CEO Brian McAndrews during the... Continue reading »
by Allison Schiff // November 17th, 2014 //
»
Attention! There’s A New Kid On The Measurement Block

The clock’s ticking for the click, and its replacement is rounding the corner: attention. Real-time analytics startup Chartbeat has some illustrious publisher partners on board for its attention-based metrics – which snagged Media Rating Council (MRC) accreditation last week – including the Financial Times (FT), Wall Street Journal and Time.com. While publishers have traditionally used... Continue reading »
by Allison Schiff // October 6th, 2014 //
»
 

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