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Omar Oakes |
Dentsu: Forget ‘viewability’ and focus on attention in online media buying

BillHarvey,
Chairman,
RMT,
on 31 May 2021
“Totally agree Philip.”
PhilipTownend,
CGO,
Amplified Intelligence,
on 28 May 2021
“Bill couldn't agree more, however attention can and will be predictable based on advanced algorithmic models which can look at an impression and make a very accurate forecast informing bid and pricing strategies.”
BillHarvey,
Chairman,
RMT,
on 28 May 2021
“Truly one can use more outcome predictive metrics for buy optimization than impressions or even viewable impressions. Before the buy is made one cannot use attention itself because one doesn't know what it will be until afterward, being affected not only by the unit and the context and the audience but by the creative itself. However one can use predicted attention (Adelaide) or averages by media/unit/audience type (TVision, Lumen, Realeyes, Amplified Intelligence) or resonance between the psychological content of the ad and the context (RMT) all of which will be more predictive of the outcome - or use combinations and random control trials to optimize the metrics used - likely to be more than one of the choices I've listed to get max incremental ROI and brand equity effects - worth testing experimentally and the investment is small for a large result.”