By: Yan Liu, CEO, TVision
A lot of great discussions on the future of media measurement took place at CIMM East today.
I was honored to join Julie DeTraglia, VP, Measurement from Netflix, Michael Piner, EVP, Advanced Advertising at Mediahub Worldwide, and Jon Watts, Managing Director of CIMM to talk about the role attention metrics can play in media measurement innovation.
We started with a discussion about the factors that influence and improve ad attention on CTV - including contextual relevancy, content quality, time of day and co-viewing implications.
Netflix is a data-rich organization and they are making really exciting advancements in the realm of attention measurement. In my brief remarks I covered several recent examples of how TVision and Netflix have created a signal from content and creative to understand the contextual relationship between content and attention to inform better decisions.
Some key examples from the presentation:
The highlight of the session was a great conversation that I was able to participate in with Julie and Michael, and moderated by Jon. Some highlights from that conversation:
Does Attention Matter?
Michael mentioned that there are three important aspects to buying advertising: content, audience and attention. The content can be high quality and relevant and the audience can be appropriate, but at the end of it all, the audience must be paying attention for the ad to be effective.
Julie highlighted that attention matters to Netflix b/c their content is high quality and engaging and viewers seek it out. Search-based viewing leads to higher viewer attention because it is more intentional. Netflix’s clients also care about understanding attention.
At the end of the conversation the audience overwhelmingly confirmed via a live vote that attention is a valid and important metric.
Attention is a Mid-Funnel Metric
We discussed where attention metrics fit within the advertising funnel. I appreciated Julie’s perspective that attention plays a role in mid funnel metrics like consideration and intent. Reach is at the top of the funnel, attention then leads to consideration and intent which are necessary to get to outcomes.
Michael made the point that attention can, and should be used by advertisers to optimize your opportunity to convert.
These are just some of the topics we covered. Check out the event recording on the CIMM site soon for more details.
Thanks to Jon and the folks at CIMM for hosting a great event and thanks to Julie and Michael for joining me in this conversation.