What is Adnami's Attention Report & what does it do?

What is the Adnami Attention Report?

It's a powerful tool designed to help you move beyond traditional metrics like viewability and truly understand the impact of your campaigns.

The Adnami Attention Report helps you quickly understand your campaigns' performance and gives you clear, actionable takeaways to optimise with confidence.

What insights can you find in the report?

The main benefit of the Attention Report is providing a data-driven path to optimise your media spend for real consumer attention, which is proven to correlate with stronger business outcomes like brand awareness, brand recall, purchase intent, and sales. Research from IAB and Dentsu, for example, shows that attention significantly outperforms viewability in predicting these key results.

The report includes three key metrics:

1. Attention Per Mille (APM)

Measures the amount of attention generated per 1,000 visible impressions.
Useful for evaluating creative performance and comparing different ad versions.
Example, a score of 2,645 APM, is approximately 2,6 attentive seconds.

2. Effective Attention Per Mille (eAPM)

Measures attention per 1,000 all impressions, viewable and non-viewable.
Better suited for assessing media buying efficiency.
Example, a score of 3,129 APM, is approximately 3,1 attentive seconds.

3. Attentive Cost Per Mille (aCPM)

Indicates the cost of acquiring 1 attentive second.
Helps inform bidding strategies in programmatic advertising and give insights on attention ROI
Example, a aCPM score of 1,890€ aCPM, means that you pay on average 1,890€ for for 1 attentive second

The report will give you insights on the following, based on the above listed metrics:

Campaign optimisation: Which formats, creatives, or domains drive the most attention.
Benchmarking performance: Compare your results against industry averages or other campaigns.
Justifying media spend: Show stakeholders and clients the real value of your ad placements, and optimise programmatic bidding strategy and prioritize inventory that systematically lowers your aCPM. Adnami can also help you do this automatically, send an email to support@adnami.io and we'll help you get started on Automatic Attention Optimisation.
Improving creative strategy: Understand what visual elements or formats perform best.
Getting higher attention ROI for less money: Use the insights to buy higher attention for less spend.

These actionable insights are all powered by our Sonar technology, which analyzes metrics like pixel coverage, visibility, time-in-view, and engagement to measure true attention!

Why does attention matter?

Attention is 7x more effective at predicting brand awareness than viewability (IAB)
It’s 6x more effective at predicting brand recall (IAB)
Higher attention correlates with increased engagement, trust, purchase intent, and ultimately, sales (Dentsu attention economy)
Measuring attention helps you move beyond traditional metrics and focus on what truly drives impact.

Continue to read further below or click on each category to learn more about the different sections of the report.

How to generate an Attention Report in Adnami:

There's two ways to generate an attention report for your campaign:

Navigate to the campaign overview, and click "Reports" in the left-side menu.
Navigate to a campaign and click 'Reports' on the upper right-hand side to generate your first Attention Report

The Attention Report is divided into 5 sections:

1. Overview:

The Overview page is where you get top-level insights and see previews of your creatives.

The attention performance score tells how well the campaign performs vs. expected performance.
Examples:

A score of 50 means the campaign is on benchmark compared to similar campaigns.
A score of 95 means that the campaign is among the top 5% of similar campaigns.

Learn more about the performance score here.

On the Overview page, you’ll also find AI-generated highlights. These insights are created by analysing your campaign’s performance against millions of data points to surface meaningful trends and observations. This is currently a Beta feature.

2. Day by Day:

This chart shows the daily distribution of impressions alongside the average attention generated per 1,000 impressions. Use these insights to confirm full campaign delivery and spot days with standout performance.

For campaigns old until 14 days we are showing dates by days. For campaigns over 14 days we are showing dates by weeks. For campaign over 92 days we are showing dates by months.

3. Creative and Format

The Creative and Format charts offer deeper insight into how your creatives are performing.

The blue bars represent the attention each format generates, while the green bars show the benchmark for that format. Use the yellow bars (impression count) to assess whether your impressions are being allocated where they have the greatest impact.

The goal should be to maximise impressions (yellow) in high-performing areas (blue), and to ensure your performance (blue) exceeds the benchmark (green). If the blue bar falls below the green, there’s an opportunity to improve.

4. Domain

This chart groups campaign domains into four performance cohorts based on Effective Attention per Mille (eAPM).

Cohort 1: Top 25% of domains with the highest eAPM.
Cohorts 2 & 3: Middle 50%, split into better- and worse-performing quartiles.
Cohort 4: Bottom 25% of domains with the lowest eAPM.

Compare performance (blue) against impression distribution (yellow). Aim to allocate the majority of impressions to cohort 1 and minimise impressions in cohort 4 to maximise the attention your ad generates.

Learn more about using cohorts here.

5. Add CPM to calculate your aCPM

Navigate to the tab called CPM Costs in the report to add calculate the attentive CPM costs.

The aCPM (Attentive Cost Per Mille) represents the price paid for attention and is calculated using the formula: aCPM = (CPM / eAPM) × 1,000.

Use aCPM to identify where you’re getting cost-effective attention - the lower the aCPM, the better.

To calculate aCPM can either:

Enter CPM values manually.
Upload a CSV file of your CPM per domain and format. The file must include one column each for domain/app, impressions, total cost, and format. Don’t worry about column names - our guide will assist you after upload. Standard reports from most DSP’s will work.

Once CPM data is added, aCPM charts will appear in your report, and AI-generated insights will incorporate pricing metrics into their analysis.

Please note that to ensure valid insights, all charts in the Attention Report will not show any domains, creatives or formats with less than 1,000 impressions.