We’ve introduced a new Attention Analytics product module into our platform. This product makes it easy for TV advertisers to see when viewers are tuning out or growing tired of specific creatives, and is comprised of 3 critical metrics:
Attention Score measures viewer attention, based on a viewer’s tendency to interrupt an ad on TV. Viewer actions that interrupt ad play, like changing the channel, fast-forwarding or turning off the TV, decrease your creative’s attention score. The lower your attention score is, the more viewers are tuning out of your ads, indicating your creative is wearing out.
Attention Index compares the relative interruptions of your creative or program placement, to the average Attention Score of your industry or brand. The average is represented by a score of 100, and the total index range is from 0 through 200. If your attention index is 125, your ad has 25% fewer interrupted ad plays compared to the average. With a few clicks, you’ll see how each of your ads is stacking up against your brand’s creative catalog or industry.
Creative Wear is the change in attention score over the lifetime of an ad. Our visual indicators act as a creative wear critical alert system. With these indicators, you’ll know if consumers are tiring of your ad, allowing you to respond before it’s too late.