At Adnami, we’re committed to improving attention outputs through a deep understanding of attention data and making insights actionable. In this blog, we’ll share an example of a method for optimising campaigns based on attention. This approach is especially useful for advanced and larger campaigns with multiple formats and domains.
When analysing data from a large campaign it’s crucial to understand where optimisation efforts will have the most impact. One effective approach is to create domain cohorts based on attention - a key metric that serves as a proxy for campaign effectiveness - per format and analyse where the majority of impressions are allocated. This analysis can be done in three simple steps.
For each format in your campaign, calculate the average attention generated split by domains. This is as simple as a few clicks within the Adnami platform where you can use Sonar, our attention measurement tool, to track attention metrics and more. Once you've calculated average attention outcomes, divide the domains into four cohorts based on performance.
Summarise the number of impressions delivered in each cohort and create a chart like the examples outlined in Step 3. The bars should show the average attention (eAPM) for each cohort, while the line overlays the number of impressions.
Here’s where the magic happens. By analysing the relationship between the bar and the line charts, one of the three distinct figures can emerge:
The line chart forms a “hill” indicating most impressions are bought on mediocre performing domains. While not terrible, there's room for improvement. Allocating more impressions to the best-performing domains could boost attention metrics and campaign performance.
The line chart sharply declines in the opposite direction of the bar chart forming a “ramp”. This is a typical representation of a poorly optimised campaign with the majority of impressions being bought on poor-performing domains. It is also the first place to start optimising.
Understanding whether your data forms a slide, a hill or a ramp allows you to visually pinpoint areas with the greatest potential for improvement. By reallocating impressions to better-performing domains, you can improve the overall attention output of your campaigns and drive better results. This method is an effective way to make attention data actionable, ensuring campaigns are not only efficient but also impactful.