Attention and Engagement Metrics: Going Beyond the Impression - eMarketer
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Attention and Engagement Metrics: Going Beyond the Impression

eMarketer Report

By: eMarketer

Published: October 10, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Attention in today’s digital world is fleeting, especially for ads. Platforms and publishers that can capture such a scarce resource through engaging content and experiences are sought after by brands and their agencies. Now, several companies are pricing and selling ads not based on the impression, but on the audience attention and engagement they deliver.

  • The CPM impressions metric has been the main way digital advertising has been sold for more than 20 years, shaping a digital media landscape that often rewarded quantity (and scale) over quality. But the demand from brands and agencies to meet viewability standards is bringing quality back into focus, and some are taking it a step further by including audience time and engagement in the equation.
  • The Financial Times and The Economist are two premium publishers that spearheaded their own take on a digital ad currency that factors in viewability and quality attention: cost per hour (CPH). Other publishers are considering similar offerings.
  • There is no one-size-fits-all metric for attention and engagement; differing flavors are being tested across display, video, mobile and sponsored content formats that take into consideration each of their unique attributes and contexts.
  • Several key issues must be addressed before mainstream acceptance and adoption of attention and engagement metrics across the digital ad ecosystem, including more education among agencies and their clients, better measurement standards and more research proving their effectiveness.

"Ads that exceeded the Media Rating Council (MRC) viewability standard produced a statistically significant improvement in ad recall among US internet users, according to a study from IPG Media Lab, Cadreon and Integral Ad Science published in February 2016."

Table of Contents

The Impetus for Pursuing Attention and Engagement Metrics

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How Attention and Engagement Metrics Apply Across Digital Channels and Ad Formats

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The Path Forward

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6 charts are included in the full report:

Attention and Engagement Metrics: Going Beyond the Impression

Lift in Ad Recall of Online Display Ads Among US Internet Users, by Time and Percent In-View, Sep 2015

The Impetus for Pursuing Attention and Engagement Metrics

Areas of Concern About Digital Advertising Among US Digital Advertising Professionals, April 2016 (% of respondents)

Lift in Ad Recall of Online Display Ads Among US Internet Users, by Time and Percent In-View, Sep 2015

How Attention and Engagement Metrics Apply Across Digital Channels and Ad Formats

Metrics that US Publishing Professionals* Guarantee for Campaigns, Sep 2015 (% of respondents)

Display

Importance of Select Metrics When Measuring Digital Branding Campaigns According to US Digital Advertising Professionals, April 2016 (% of respondents)

Sponsored Content

US Branded Digital Content Benchmarks: Average Time Spent and CTR, Q1 2015-Q2 2016 (among impressions analyzed by Polar)

The Path Forward

CPMs for US Digital Video Ads, by Device/Format, Q1 2015-Q1 2016 (based on impressions served on the TubeMogul platform)