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BizReport : Advertising archives : May 07, 2009

VideoEgg introduces attention metric

A new metric from VideoEgg could help marketers determine how interested consumers are in ads. Called AttentionRank, the new ad delivery methos identifies both when and where consumers are most receptive to a brand's advertising.

by Kristina Knight

AttentionRank measures users engagement with an ad, time spent on the brand message and secondary actions such as click through rates to come up with the attention ranking. Using this method some brands have seen an uptick in time spent with the ad by as much as 15%.

"...As consumers rapidly shift to new media platforms they're able to control, like DVRs and the Internet. This cultural change in how messages are consumed makes it more important than ever for brands to connect with their audience when they are the most open to considering a brand message," said Matt Sanchez, CEO of VideoEgg. "Weve seen dramatic differences in the value of media placements across the Internet and feel that traditional media buying approaches create unacceptable risks for advertisers."

During the initial testing phase, a packaged goods advertiser using AttentionRank saw an increase in time spent with ads of 18%. An automotive advertiser saw an increase of 13.2% and an apparel brand saw an increase of 12.3%.

Tags: AttentionRank, engagement, rich media, rich video, VideoEgg

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