Q&A: How attention, search and recall are creating more effective video ad metrics
By A+E
Sponsored by A+E
In a complex media ecosystem, advertisers are striving to understand metrics in ways that enable holistic decision-making. The attention economy is at the heart of successful ad campaigns, so the KPIs associated with attention have become a central factor in marketing strategies.
The approach is particularly beneficial as advertisers seek more effective methods of demonstrating ROI, especially when investing in video. Impressions and views only go so far when teams need to justify spend, while attention metrics can connect conversions and actions to eyeballs on a screen.
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Source:: Digiday
