Adnami, a leader in high impact advertising solutions, has released, “It’s all about attention”, a white paper offering critical insights into why attention has become the most accurate metric for measuring advertising effectiveness. The report explores how advertisers and publishers can move beyond outdated viewability standards and harness attention-based strategies to optimise campaign performance and drive better business results.

The shift from viewability to attention: For years, viewability has been the gold standard in digital advertising. However, the industry has woken up to its limitations. A viewable ad, defined by IAB/MRC standards as having at least 50% of its pixels visible for one second (or two seconds for video), doesn’t guarantee that it was actually seen, let alone engaged with.

Attention, on the other hand, offers a more meaningful and quantifiable performance indicator. Recent studies show that attention is 7x more effective at predicting brand awareness and 6x more effective at predicting brand recall than viewability. By prioritising attention, advertisers can ensure their media spend is working harder, improving campaign impact and ROI.

Thomas From, chief product officer at Adnami, shares “Attention metrics are one of the most effective ways to quantify and improve the real value of digital advertising. In this white paper, we provide both the theoretical background, data-driven insights and practical tips to work with attention”.

Attention’s impact on business outcomes: Adnami’s white paper presents research from leading industry bodies that has demonstrated that higher attention levels correlate strongly with increased brand recall, brand awareness, conversions, higher purchase intent, and ultimately, greater sales.

How to measure and optimise attention: To make attention measurement scalable and actionable, Adnami introduces three key attention metrics and shares which key signals go into calculating them. Additionally, its Sonar attention measurement tool simplifies this process, providing real-time, high-granularity insights that allow advertisers and publishers to measure and compare attention levels across different ad formats and placements, all without relying on third-party cookies.

Practical tips for capturing more attention: How can advertisers ensure their ads break through the noise and truly engage audiences? Adnami’s research has identified key factors that influence attention levels, from the choice of ad format and domain to strategic placement. By optimising these elements, brands can significantly enhance the effectiveness of their campaigns.

The white paper explores:

• The ad formats that consistently generate higher attention scores - and why some outperform others.
• How creative execution plays a critical role in sustaining audience focus.
• The impact of placement and positioning - where an ad appears can make all the difference.
• Why measurement matters - tracking the right attention signals can unlock powerful optimisation opportunities.
• How to use industry benchmarks to stay ahead and ensure campaigns reach their full potential.

By understanding and applying these principles, brands can maximise the value of their media investments and drive better results. The full white paper gives access to the complete breakdown of strategies that will help you capture - and keep - consumer attention.

Don’t waste your budget on ads that are technically visible but go unnoticed. Download the white paper and learn how to drive real impact through attention-driven advertising: here.

Adnami

Adnami is a leading ad tech company, empowering brands, agencies, and publishers with innovative tools and services for attention-grabbing display ads. Its templated formats allow for the effortless creation of high impact ads, including streamed vid...

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