What traditional metrics missed: OMG Finland on building attention-driven campaigns

Six years ago, Omnicom Media Group (OMG) Finland discovered that a substantial amount of campaign success traditionally credited to social media had minimal real impact, while programmatic video drove far stronger results. A moment that changed how they approached digital advertising forever.

In this expert interview, Roni Harju, Development Manager, AdTech at Omnicom Media Group Finland, explains how attention measurement exposed what traditional metrics had missed - and how it has since transformed the way they plan, optimise, and evaluate digital campaigns.

1. Attention has become a hot topic in digital advertising. Why now, and why should it matter in the future?

Attention matters because it measures what truly creates impact. Traditional metrics like viewability and reach don’t show if anyone actually noticed an ad. Today’s media environment is fragmented and fast-paced, and clients want measurable outcomes. Attention correlates with memory, brand metrics, and sales, and it’s actionable. It shows what works and what doesn’t. It also allows fair comparisons across formats and media, helping advertisers invest smarter rather than just polish old KPIs.

2. How is attention applied in your campaigns and strategy?

Attention is embedded throughout our process, from planning to optimisation. We use attention-weighted reach to guide format and channel decisions. Pre-campaign, we curate placements to remove low-attention inventory. During campaigns, we focus on high-performing placements. We track Attentive Cost Per Mille (aCPM) to maximise true impact, run A/B tests, and use AI-assisted pretests to predict which creatives will be noticed. Brand metrics help confirm that attention translates into results.

3. What key insights has attention revealed that traditional performance metrics failed to show?

Not all inventory is equal - even at the same CPM, impact can vary dramatically. OMG Finland found early on that social media campaigns, while garnering credit for way too many post-view conversions, weren’t always truly effective; programmatic video ads, on the other hand, delivered far more tangible impact.

Plus, we’ve confirmed with additional eye tracking studies that high impact formats are indeed noticed more, viewed longer, and create stronger memory effects than standard display advertising. Overall, we have found that creative choices and placement decisions often matter more than targeting, and small adjustments can make a big difference.

Most of all, we have seen clear correlations between attention and brand metrics. In one campaign, attention-optimised setups increased attention by 31% and lowered post-click CPA by 11%, showing that greater attention delivers measurable results.

4. Do you see the market shifting toward aCPM-driven planning and buying?

Yes. aCPM reflects the true value of ad contacts, rewarding inventory that delivers greater attention. It enables fair comparisons across formats and encourages higher-quality ad experiences. As advertisers demand insights into which impressions are genuinely noticed, attention-driven planning and buying will naturally grow.

5. Do you have any advice for those starting with attention?

To start with, I would give 3 tips:

1. Start simple, focus on one campaign and a few formats.
2. Dare to try bold high impact formats and experiment with designs - they deliver the biggest noticeability gains.
3. Connect attention to business outcomes via brand-lift studies, attribution, or marketing mix modelling to show real impact.

6. What’s your strategy like looking ahead?

Our strategy for the future is to systematically optimise campaigns using aCPM, develop predictive models for attention during planning, and continue doing structured creative testing using attention data. The focus is on quality over volume, ensuring every placement delivers real impact for our clients.

High impact formats are essential for real noticeability. Adnami consistently delivers stronger attention, reinforcing that quality drives impact. This has made high impact formats a core part of many media plans. We now evaluate media not just by CPM, but by the attention and results it actually generates.

Conclusion

OMG Finland’s experience proves that moving beyond traditional metrics to focus on attention uncovers what really drives impact - stronger brand recall, smarter media investment, and measurable results.

Let’s talk if you’re ready to start running attention-grabbing campaigns with OMG Finland and Adnami.