In this conversation, Marc Guldimann (Adelaide Metrics) and Richard O'Sullivan (InMobi) explore the growing importance of attention metrics in mobile advertising. They discuss how these metrics elevate media quality, boost campaign performance, and share practical tips for implementation. The discussion also covers the evolution of advertising measurement, the impact of attention metrics on business results, and strategies for brands to get the most out of their mobile campaigns.

Takeaways

-Attention metrics help understand media quality.

-Measurement and verification have not kept pace with digital fragmentation.

-Attention metrics allow for better media spend allocation.

-The evolution of mobile advertising is moving towards privacy compliance.

-In-app environments provide unique first-party data signals.

-Attention metrics enhance consumer engagement and campaign effectiveness.

-Best practices include focusing on premium in-app formats.

-Real-time insights enable mid-campaign adjustments.

-Creative quality is crucial for engaging consumers.

-Shifting incentives from cost to value is essential for advertisers.

Chapters

00:00 The Rise of Attention Metrics in Mobile Advertising

06:04 Enhancing Campaign Effectiveness with Attention Metrics

11:55 Best Practices for Implementing Attention Metrics