How to Measure Consumer Attention: 3 Tips
Consumer attention is shorter than ever, which is why it's critical for marketers to measure performance beyond typical metrics, such as views, clicks and even direct conversions. How people pay attention to your advertising strongly determines your business outcomes.
Let’s say your business goals are to increase sales, improve conversion rates and generate more leads. Not every media channel gives you direct insight into how it affected these metrics, but they still may have been effective at converting to purchase. Shifting to an "attention signal" strategy is a holistic approach that spans all media channels and platforms.
For desktop and mobile media, in-view time, interaction rate, and interaction time help determine how people engage with the advertising on a given page.
For video and digital streaming, percent of video played in-view, audible rate, and completion quality are great for effectively assessing the quality of video ad exposure.
For branded content, scroll rate, scroll depth, and active page dwell time measures the user's full engagement with the content.
And for all of the above, utilizing a market simulation or MMM model can help assign a value to this attention, ensuring it stays in your list of core KPIs for the future.
Key takeaways and tips:
Shift to an "attention signal" metric system and tailor it to your business.
Leverage those metrics across omnichannel campaigns and devices.
Evolve your key performance drivers for your business to identify gaps and optimize impact.
Wherever your company may be in its metrics journey, following a more holistic approach will help elevate your digital strategy and uncover meaningful insights for your businesses' critical performance drivers.