Active Attention Flashcards
What is emerging as the new consumer currency?
Attention!
How do attention metrics relate to viewability and results?
They act as an interim step, building upon viewabiliity to enable improved results.
Why is consumer attention crucial in today’s media landscape?
With emerging technologies and media changes, consumer options are vast, making their dwindling attention valuable.
What do attention metrics quantify for brands, publishers, and consumers?
They quantify user interactions within creative for optimized analysis at scale.
What are KERV’s best practices in attention metrics?
Defining attention as a metric, automation for removing manual testing friction, and ad personalization.
What does KERV’s Active Attention Index measure?
It measures the quality of user actions as they engage with KERV-powered videos, qualifying user attention with proprietary technology and first-party data.
How does KERV define Active Attention?
It is the time spent interacting with and viewing video, summarized index of KERV’s engagement metrics, and user’s intention measuring the quality and depth of interactions.
What does KERV’s AI-based technology achieve?
It precisely identifies and powers interactivity within any scene or object inside of a video, capturing active user engagement.
How is engagement quality scored by KERV?
Using a proprietary formula, it breaks engagement quality into 3 tiers considering time spent with video, interaction rates, and depth of interaction.
How is ‘Time Spent’ measured in KERV’s attention metrics?
It’s the averaged active time spent across users who engage with the content.
What are the four ways the industry measures Active Attention?
1) Visual/Audio Tracking: Eye tracking, facial coding, etc.
2) Biological Observations: Heart rate, brain waves.
3) Data Signals: Ad exposure, user interactions (KERV’s focus).
4) Survey-Based Methods: Brand studies, surveys.
What is KERV’s secret sauce when it comes to Active Attention?
KERV has unique insight into the Data Signals that are used to measure focused attention.
KERV captures unique user interaction events in our interactive units. We are able to combine those with ad-related and user-related signals to assess engagement.
How is KERV’s Active Attention score calculated?
Three metrics are combined to assign an Active Attention score to to each line item, creative, and campaign.
1) Time Spent (35%) - higher time spent = higher score
2) Intention Score (40%) - based on interaction rates (e.g. clicks, hovers)
3) Interaction Rate (25%) - based on total events like object views and clicks
What are the different tiers of KERV’s Active Attention offering?
Tier 1: A campaign-level summary included on all KERV Element and Immerse campaigns.
Tier 2: Increased Active Attention fidelity at the creative and line item levels.
Tier 3: Incredibly in-depth analysis, with tailored recommendations and service.
