Mario Diez, CEO, Peer39. Read Mario Diez's full executive profile here.
, the advertising industry is on the precipice of a new age. Marketers are deep into exploring new data signals that they can use to assess the performance and return of their ad campaigns. Each test run and exploration is designed to get ahead of cookie deprecation when it begins in earnest in Q1 2024.
There is a great risk of attention becoming a binary view—either a consumer paid attention or didn’t—without incorporating other factors that can impact attention. For attention to matter, it needs to be used as part of a much broader strategy. Ads are never the only thing within a consumer’s field of vision or environment. “Attention” is driven by other elements, including the context of the page an ad appears on, as well as things going on around the consumer in real life. Therefore, any binary yes/no measurement built around attention will be incomplete and offer very little utility.
Now, the brand can determine where that content falls in the buyer’s consideration journey and how that may have impacted performance. It’s likely that the low-attention, high-relevance, excellent performance trend can be repeated, but only if brands spot the correlation and take advantage of it going forward.
Another important element for brands is deciding where to place attention in their measurement hierarchy. If brands optimize their campaigns toward only attention, they could be optimizingfrom clicks, viewability or other individual metrics.
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