Digiday recently got the memo that attention is in. Their article cited Realeyes as a major influence on the power of attention, alongside some of our competitors. Our VP marketing and growth Max Kalehoff discussed how attention transcended viewability, especially for CPG brands and others that have latent sales cycles.
Attention answers more meaningful questions beyond – did someone see your ad – towards business intelligence – did it capture and retain someone’s attention? And Realeyes can go even further than that by answering these valuable questions: Did it provoke an emotional response? And did it provoke the right emotional response?
As Digiday wisely stated:
...it's used by some as the best way to better assess the complex and often inefficient digital advertising landscape, while also cutting through the clutter of TV buying, both linear and digital/streaming/connected."
Brands fed up with high impressions and low quality (aka “broken reach”) will increasingly turn to attention-based metrics to better understand which ads fail and why the ones that succeed do so. This is the promise of Attentive Reach.
As we pioneer the ability to more accurately predict the efficacy of ads before they enter market, we believe attention will become a standard measurement for advertisers everywhere.