| |JUNE 20229Viewability, a basic alternative unit of attention measurement, drives its value from the fact that an ad has to be on the viewable portion of the screento be on the viewable portion of the screen. This unit gives many commercial arrangements such as cost-per-thousand viewable impressions. Viewable impression can be defined as the impression seen by an audience; e.g. an ad at the bottom of the page may register an impression, but unless scrolled to the bottom and seen by a human being, it does not become a viewable impression. We, at Times Internet, have always strived to come-up with innovative technology led solutions for our advertisers, and in this process of continuous improvement, we churn-out several internal research. Moreover, viewable impressions are expected to impact Brand Lifts too, but the impact is slightly less pronounced as on the CTRs.Viewable impressions has struggled with its own set of challenges including higher cost of viewable impression, detrimental impact on user experience, susceptibility to fraud and manipulation through obscure ads. Moreover, something is amiss because viewable impressions do not differentiate between ads that are viewed for only a few seconds from the ones that are viewed for a few minutes. In this endeavour to find the right metric for attention measurement, one missing ingredient is time-in-view or duration of ad view. Buying ads on a time-in-view metric solves for ads with time as a representative of attention values the ads with more time spent more.Time-in-view helps advertisers to understand several aspects such as response and engagement to different creatives within the same and different campaigns. An insight which is invaluable when combined with target audience and other related factors. These combined can act as a very insightful feedback loop for marketers during strategy and campaign design. However, time-in-view doesn't address share of attention, meaning there could be a number of ads in view at the same time for the same duration, but assuming that all the ads get equal attention which might not be true. In the future, technology can be used to address the gaps left by time-in-view. Technological means such as tracking movement or interaction via a mouse or even eye, however, privacy norms would have to be kept in mind while designing such technological solutions, as not many users may not be comfortable sharing where one's mouse is pointing, leave alone what part of the screen eye is watching. With the evolving digital advertising landscape, proxies are no longer a measure of ROI of advertising budgets and in the dynamic and cluttered environment of digital advertising, an Attention Metric is the potential future media currency.
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