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Attention Monthly podcast by Impact Media
Attention Weekly Podcast - Duration vs Quality - Adelaide
Apr 11, 2024
Guests Marc Guldimann and Zach Kubin from Adelaide discuss the transition to duration-based ad networks, using AU as a metric of attention, optimizing media spend with custom algorithms, challenges in persuading brands to embrace new solutions, the launch of Adelaide for Publishers, and the future of trustworthy attention measurement currency.
39:08
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Quick takeaways
- Attention metrics like AU help evaluate media quality and impact for informed media buying decisions.
- Optimizing solely on duration as a KPI can lead to skewed incentives and compromise audience attention.
Deep dives
The Importance of Driving Outcomes with Attention Metrics
Attention metrics like AU are crucial in driving better incremental outcomes for advertisers. These metrics, based on eye tracking data and outcomes, help in evaluating the quality and impact of media placements. By focusing on attention as an inflight proxy for outcomes, advertisers can make more informed decisions on media buying, leading to improved campaign results.
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