Adnami’s Attention Score focuses new metrics for ad measurement

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Adtech firm Adnami has created a new set of metrics around its Attention Score tool, which it said enables advertisers to plan, optimise and measure attention on high impact ad campaigns.

Adnami’s technology enables media buyers to evaluate the buying of high impact advertising with proprietary predictive attention measurement technology.

Born out of the lack of consistency and efficiency in measuring high impact, Adnami said it has stepped in to deliver a predictive model, informed by data and designed to be affordable and efficient.

There have been calls from advertisers to measure attention on high impact campaigns at scale and to resolve variations in approaches and methodologies.

Whilst not having set out to be a verification company, Adnami said it experienced significant demand from the market to help.

Its solution allows all media buyers to get an automated, accurate and actionable measurement of attention and to compare campaign performance against format and category benchmarks.

Attention Score

The Adnami Attention Score is broken down into two elements: Attention Per Mille (APM) – which measures how effective an ad is – and Effective Attention Per Mille (eAPM).

The latter is based on total impressions, and so better suited for media optimisation purposes.

With these two impact measurement metrics, the Adnami Attention Model will make attention measurement readily available and significantly more affordable.

“Attention is a widely discussed topic in the industry, and most marketers now embrace the concept as a powerful new lens to understand what good looks like in a media context”, said CEO, Adnami Simon Kvist Gaulshoj.

“We are excited to enable our clients to get even better results out of their high impact campaigns”.

Adnami VP, Thomas From, said: “We identified a lack of easy, automated, accurate and affordable attention measurement for high impact campaigns.

“Our clients were requesting a reliable and scalable proxy to measure attention on high impact campaigns to be able to evaluate and benchmark delivery on creatives and campaigns.

“We will continue to work to validate the accuracy of the dynamic attention models together with third parties and plan to expand the scope in which the new data product can be applied; for instance beyond high impact ad formats, and in dynamic optimisation through pre-bid optimisation tools.”

Adnami has deployed a hybrid approach that combines signals derived from engagement and a model derived from eye tracking to predict attentive time per 1,000 impressions.

The tech company’s predictive attention model leverages signals such as viewability, time in view, pixel coverage, format and engagement.

Its scalable model enables marketers to incorporate attention into their daily media operations at scale, thanks to a hybrid approach which combines key attention signals with a model derived from eye tracking studies.

Kvist Gaulshøj added: “At Adnami we are dedicated to building simple and powerful products to enable advertisers to generate better returns from their digital media investments.

“With the release of our predictive attention models, we are giving our clients a tool to document the attention value generated on high impact campaigns, but also a tool to plan and optimise media distribution.”

Adnami is now trialling the impact of the Attention Score with key agencies and marketers and will be unveiling case studies on the results in Q3.

It will continue to maintain and refine its attention measurement solutions with new data points; testing opportunities derived from technology and validating its solutions against third party vendors and eye tracking studies – thereby helping the industry to craft ads which capture attention and generate impact, without ever compromising on user experience.