The Attention Metrics Ecosystem-New eMarketer Report is out

In 2024, attention metrics have emerged as a crucial successor to traditional viewability measures. These metrics go beyond simply determining whether an ad was visible to measuring if it captured attention and influenced consumer behavior. However, while attention metrics provide deeper insights, they come with challenges like methodological complexity and a lack of standardization, as noted in a recent eMarketer report​.

The new report on the “Attention Metrics Ecosystem” explores how attention metrics are emerging as a vital part of ad measurement strategies, going beyond traditional viewability metrics. These new metrics aim to measure whether an ad was truly noticed and processed by consumers, offering deeper insights into campaign effectiveness.

Key points:

• Beyond Viewability: Attention metrics assess the likelihood that a consumer has actively noticed and absorbed an ad. While viewability focuses on whether an ad was seen, attention goes further by gauging actual engagement.

• Data Sources: These metrics rely on a combination of biometric data, surveys, and contextual data gathered from impressions. The integration of human-centered (biometric and survey) and impression-centered (contextual) data results in more comprehensive insights.

• Campaign Applications: Attention metrics can be used across the entire campaign life cycle, including planning, optimization, and post-campaign analysis. For instance, programmatic advertisers can use attention data to prioritize higher-quality media placements.

• Adoption Hurdles: The lack of standardization in attention metrics is a significant challenge. With diverse methodologies across vendors, advertisers need to carefully choose their partners based on specific use cases.

• Vendor Landscape: The attention ecosystem is supported by three key groups—pure-play attention providers, verification vendors, and ad tech vendors. Pure-play providers typically offer attention insights as standalone products, while verification vendors include attention as part of broader campaign measurement tools.

Despite the challenges, attention metrics are becoming increasingly popular, with advertisers seeing the value of deeper insights that correlate with campaign outcomes. Advertisers and brands are recognizing the power of these deeper insights. Nearly half of the decision-makers in the digital ad space are focusing more on attention metrics this year, and for good reason. These metrics don’t just help measure what has already happened; they can inform media buying strategies and even creative decisions in real time, optimizing for what captures attention.

eye square plays a vital role in ensuring the Quality of the latest eMarketer Report on the Attention Metrics Ecosystem 

For its reports, eMarketer implements a targeted interview outreach strategy aimed at specific companies and roles, ensuring a diverse representation across different sectors, sizes, and histories. Also Jeff Bander, President US eye square Inc., has been interviewed in August 2024 for the recent report on Attention Metrics.

Our attention metrics aren’t just numbers—they’re insights that guide decisions. With our Ad-to-Cart Effect and Live InContext testing, we measure how ads affect user behavior across platforms like YouTube, Amazon, and Instagram, allowing you to optimize campaigns for true consumer engagement, not just impressions​​​. Our in-context testing solutions, which present ads in real-life settings like social media feeds, allow brands to see how their ads are perceived in the wild.

In our Attention Research, we’ve been focused on measuring not just what users see, but what they truly engage with. eye square is part of the attention metrics ecosystem by providing specialized tools that capture both explicit and implicit measures of attention during advertising interactions, positioning it within a segment of attention measurement providers that focus on deep behavioral insights.

Compared to the broader attention metrics ecosystem described in this report, eye square’s approach stands out for its focus on in-context testing and implicit psychological methods, providing advertisers with actionable insights on attention that are grounded in real-world ad experiences. We focus on combining explicit and implicit measures, helps bridge the gap between traditional attention metrics and deeper consumer engagement.

About Jeff Bander

bander@eye-square.com