By Lisa Bradne.
Featuring: Lisa Bradner, general manager of analytics at Yieldmo
Forbes Business Council member Lisa Bradner, general manager of analytics at Yieldmo, explains how attention analytics goes beyond impressions and click-through rates to provide even more details on the reach and effectiveness of online and mobile advertising.
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- Attention analytics refers to the practice of using attention signal to understand the quality of an ad experience, which includes baseline ad and page signals as well as gestural data. Gestural data includes phone tilts, scrolls back on an ad, touches inside the ad, and other signals that may indicate interest in the ad.
- A good ad experience is one that doesn’t simply interrupt, but also provides the viewer with some value and invites them to participate further.
- Attention analytics is one metric that can be employed to measure the effectiveness of an ad, in addition to viewability and click-through. Many combinations of attention signals can be used to improve different advertiser KPIs.
- Yieldmo’s clients have seen more than a 45% cost-adjusted lift from implementing insights from attention analytics.
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“Attention analytics is the practice of using attention signals to understand the quality of an ad experience… Are they touching it? Are they scrolling through it? Are they scrolling back? How much attention are they paying to that ad?” — @lisabradner of @Yieldmo
“When something is of interest to you, you tilt your phone up in the vertical plane to look at it. You’ll notice now that you do that a lot; that’s our definition of a scroll that is a very strong sign that something has gotten someone’s attention.” — @lisabradner of @Yieldmo
Lisa Bradner is a seasoned strategic media and marketing leader with more than 20 years experience leading organizational change. Having worked as a client, as an analyst, as an agency leader and now as general manager of Yieldmo‘s analytics business, she has seen from all sides the opportunities and challenges of integrating technology and data into marketing to create better more holistic experiences for consumers.