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What you need to know about Attention Metrics

 Attention Metrics - A relatively new term appearing in the digital world over the past few months has advertisers, agencies, and brands re-evaluating their metrics approach. But what are these measures of success?  

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Lets consider this from Ad Age: 

"There are two things that are proven to show recall recognition," said Tony Haile, CEO of Chartbeat, speaking on a panel addressing the topic of attention metrics at Ad Age's Digital Conference. "One is the quality of the creative. The second is the amount of time that ad acrues. Price on that time, and attention becomes a way for marketers to be more effective, and for publishers to have engaging content. The more they can capture in view, the more that ad is worth. It's a sustainable business model going forward.

From this review it seems attention metrics are just as they sound like. Determining where users are giving more attention to content by measuring the time of the interaction. Simple.

These metrics can carry over from the display ad world to websites to include time on site and page views, but essentially as just a new spin on something we've been looking at for years. Of course attention (time of the interaction) matters, that's why you make great content! The real thing you need to know to get attention metrics boosting is your audience. Knowing what makes them tick and connecting with them on that through the content you put out creates your fan base. 

*Update: Facebook may be acknowledging this with a new ad product designed to begin counting views at 10 seconds on an auto play rather than the current 3 second mark. Look out for an article on that coming up.