Attention Metrics Advertising Strategy: Deeper Insights

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Attention metrics can provide deep insights into what works well for your audience, from media mix and placement to creative type and format. These factors help build trust between brands and publishers, optimizing campaigns toward high-quality engagement.

As Marc Guldimann points out: “Attention metrics have two main impacts. The first, and by far the most important, is optimizing results, achieving incremental results for advertisers. Attention can also reduce wasted time on unseen impressions and reinvest saved budgets into more effective spaces. This in itself creates the second impact, which is one of the best motivations for their adoption across the market.”

Outbrain + Adelaide: The success of Onyx
The collaboration between Outbrain and Adelaide measures the likelihood of attention (AU score) across all of Onyx’s in-article experiences . When Adelaide assigns an AU score to a specific placement, it indicates the level of attention that it generates among users and the likelihood that the placement will achieve the desired results, whether in terms of KPIs related to aware media directors email database ness, purchase intent, or ROI.

Onyx Results According to Adelaide Report:

Onyx spaces exceeded mobile banner standards by 53% in terms of AU score.
They also outperformed the benchmarks of other high-impact rich media formats by more than 20%.
Onyx outperformed Adelaide’s combined global display and rich media benchmarks by more than 26% on average, across all devices.
Marc emphasizes, “It’s crucial to take a meticulous approach to analyzing attention metrics and using them strategically throughout a campaign’s lifecycle. Not only do these metrics have the potential to significantly improve results in terms of branding, consideration, and performance, but in Adelaide we’ve developed advanced planning tools to supercharge the effectiveness of Onyx. In collaboration with Outbrain, we’re committed to simplifying this process for our clients. The Onyx platform embodies this vision.” Interested in understanding more about how attention operates in the digital landscape? Our exclusive conference, “The Art of Digital Attraction: A Deep Dive into the Science of Attention,” promises to revolutionize your approach to digital media and advertising. Sign up now to receive exclusive insights and updates!