Why attention is more important than viewability

The following is the English translation of the German article "Sichtbarkeit im Web: Warum Attention wichtiger ist als Viewability". The original article was published on Horizont here: https://www.horizont.net/marketing/kommentare/sichtbarkeit-im-web-warum-attention-wichtiger-ist-als-viewability-223099.

The viewability of an ad is still considered an indicator of the success of an online campaign. Svenja Damzog, Global Publisher Director at Adnami, a provider of attention measurement solutions, explains why the actual attention to an advertising medium is much more important than pure viewability.

In a digital world where consumers are constantly confronted with advertising on every website and in every app, the importance of attention has reached a new high. Advertisers are faced with the challenge of not only ensuring that their ads can be seen but also measuring whether they are actually seen. The traditional metric of viewability is no longer sufficient for this. It is time for the industry to make a paradigm shift in measuring success: away from pure viewability and towards active attention measurement.

Viewability has long been considered the standard for the success of ad campaigns. But just because an ad is visible on a screen doesn't mean it actually attracts users' attention. Brands that rely solely on this metric run the risk of wasting a lot of budget without seeing real results. Attention, on the other hand, provides a deeper insight. Studies show that the attention an ad receives is a much more reliable indicator of campaign success - from brand awareness to sales.*

*IAB. Understanding Attention in Digital Advertising. 2022 (https://www.iabuk.com/sites/default/files/public_files/attention-one-pager.pdf)

What advertisers and publishers need to do now

For advertisers, publishers and media companies in Germany, the use of attention data offers significant opportunities to increase their campaign performance. Here are three concrete strategies that can be implemented immediately:

• Use future-proof metrics:
  Metrics such as Attention per Mille (APM) and Effective Attention per Mille (eAPM) are key to evaluating how well different creative elements capture consumers' attention. Attention metrics allow you to optimise your advertising strategies based on real engagement rather than viewability.
  
  
• Calculate aCPM and bid wiser:
  Attentive Cost per Mille (aCPM) goes beyond traditional CPM by allowing advertisers to gain insight into attention-based results. This ensures that you are not just paying for impressions, but for real attention - which leads to better budget utilisation.
  
  
• Use smart technology:
  To measure attention with real precision, you need advanced technologies that can operate independently of platforms and formats. One-tag technologies are particularly powerful, allowing attention data to be collected and analysed consistently across formats.

Attention as a game changer for the German market

In Germany, where efficiency and scalability are crucial, attention measurement is particularly valuable. Advertisers attach great importance to using their budget as effectively as possible. Attention-based metrics offer a data-driven way to successfully run campaigns and maximise ROI.

Attention measurement also opens up new revenue potential for publishers and sales houses in Germany. By offering advertisers not only viewability but actual attention as added value, you strengthen your business relationships in the long long and can justify higher prices. In addition, the scalability of attention measurement makes it possible to apply it across different campaigns and formats - which further drives the entire market forward.

Conclusion: The future of advertising is attention

Advertising will change fundamentally in the coming years. Brands that rely on attention as the new marketing currency will secure a decisive competitive advantage. Ultimately, it's not just about being able to be seen, but about gaining the actual attention of consumers and thus achieving sustainable business results. What's particularly exciting is that we are slowly moving towards an industry-wide standard for measuring attention. Those who jump on this bandwagon early will reap the rewards faster.

About Svenja Damzog:

Svenja Damzog is a Global Publisher Director at Adnami and has over a decade of experience in digital advertising. Before that, she spent six years at Inskin Media where she drove growth as Director of Publisher Services EMEA. At Adnami, she focuses on expanding supply-side activities, especially in the DACH region. She ensures seamless product implementation and helps publishers maximise their revenue through innovative advertising formats and attention measurement.

About Adnami:

Adnami is a leading provider of attention-driven marketing solutions, dedicated to helping advertising agencies and publishers achieve high impact, scalable campaigns that drive real results. Through groundbreaking technology and a commitment to standardisation and transparency, Adnami continues to take charge of transforming the digital advertising landscape.

For more information, contact Svenja Damzog at svenja.damzog@adnami.io or click 'Let's talk' at the top of this page.