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»attention metrics

AdExplainer: Can Contextual Targeting Work On Streaming TV?

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.
by Alyssa Boyle // August 8th, 2022 //
»
DoubleVerify Grows Q2 Revenue By Expanding Brand Safety To Retail Media, TikTok And Gaming

DoubleVerify’s Q2 revenue grew 43% year-over-year to $109.8 million. CEO Mark Zagorski says the company’s growth is due to both its revenue diversification into new types of advertising and its market position in the verification space, both of which make DoubleVerify “largely agnostic to shifts in ad spend and CPM volatility.”
by Alyssa Boyle // August 3rd, 2022 //
»
Making it rain.
Attention Measurement Startup Adelaide Snags $7 Million In Seed Funding From Human Ventures

Former Fox executive Joe Marchese’s early-stage investment fund, Human Ventures, is paying attention to attention. On Tuesday, Human Ventures announced a $7 million seed investment in Adelaide, a startup that helps advertisers measure and evaluate media based on attention rather than proxy metrics like viewability or video completion rate. This is on top of the… Continue reading »
by Allison Schiff // June 7th, 2022 //
»
TV’s Viewability Problem: One In Three TV Ads Play To Empty Rooms

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms. While the TV industry’s trust in Nielsen as a measurement system is at a low right… Continue reading »
by Alyssa Boyle // February 15th, 2022 //
»
Marilois Snowman, CEO and founder, Mediastruction
Reach Metrics Are Obsolete – Let’s Focus On Attention Instead

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Marilois Snowman, CEO and founder of Mediastruction. After this exclusive first look for subscribers, the piece will be published in full on AdExchanger.com on Tuesday. Not too many years ago, media plans centered on reach… Continue reading »
by AdExchanger Guest Columnist // January 18th, 2022 //
»
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 //
»
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