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Viewability isn’t All That to Look At

We aren’t sure when this became so popular, but the advertising industry keeps pushing the idea that viewability is the key metric for advertising, but more and more people are showing that it’s often a semi-fraudulent metric.

Why? Viewability – just being able to see something – is not the same as actually seeing it.

Without attention from your audience, the viewability isn’t worth much.

Enter: banner blindness, ad blockers, and general scrolling fatigue. The average person is bombarded with upwards of 5000 ads per day, so it’s no wonder that we’ve developed some defense mechanisms. In order to cut through the noise and reach our target consumers, we need to be strategic about where we place our ads and how we design them.

Attention-grabbing imagery, relevant messaging, and a clear call-to-action are key elements of an effective ad campaign – regardless of viewability.

A recent study by Dentsu denmark and Lumen Research Ltd shows that the popular skyscraper format (160×600), while having a high viewability rate, actually has a low attention rate.

In other words, people can see the ad, but they’re not paying attention to it.

The study also found that ad placements in the middle of content had higher attention rates than those placed at the sides or at the bottom.

This suggests that people are more likely to pay attention to ads that are relevant to the content they’re consuming, and less likely to pay attention to ads that are intrusive or irrelevant.

Ultimately, this means that viewability is not the only success factor that should be considered when evaluating a campaign’s performance. Attention must also be taken into account.

Even stranger,new research suggests that viewability is not the only thing that matters. A study conducted by the University of British Columbia found that even when ads are not visible, they can still have a positive impact on consumer behavior.

The study found that when ads were played below the fold – that is, outside of the viewable area – they were still able to increase brand awareness and purchase intent.

In order to be successful, marketers need to find ways to measure consumer attention and then use that data to adjust their strategies. Otherwise, they run the risk of continued decline in attention and engagement.

There are a number of different metrics that can be used to measure attention, but many marketers don’t know how to properly interpret and use them.

In the world of online advertising, it’s not enough to simply say that an ad was “viewed” or appeared in the right environment. Instead, analysts need to take a closer look at who viewed the ad and what action, if any, was taken as a result.

This attention-based approach allows us to get to the heart of the issue and better understand the true impact of advertising online. By measuring attention, we can get a better sense of how well an ad is performing and whether or not it is having the desired effect on its audience. This approach provides valuable insights that can help advertisers fine-tune their campaigns for maximum impact.

As a result, Measurement 2.0 needs to go through a period of adoption in order to reach the majority. In order for this to happen, marketers need to understand the value of attention metrics and learn how to properly use them.

Only then will we see a shift in the way that marketing is done.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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