Attention Funnel is a metric that shows how engaged or focused a user is with an ad. Unlike traditional metrics, it goes beyond surface-level data and focuses on real engagement. It’s not just about whether an ad is seen – it’s about how much attention it truly captures.
We've created ad formats built around the Attention Funnel approach, ensuring your clients actually watch your ads.
There’s a significant difference between what people can see and what they actually pay attention to.
Traditional metrics give us a broad view of user interest but they don't provide the full picture. For example, metrics like impressions and CTR show how often an ad is seen or clicked, but they don’t measure the quality of those interactions. This is where attention metrics come in — they offer a deeper understanding of user engagement.
The Attention Funnel shifts the focus from basic viewability to the actual duration of user engagement. It tracks how long users actively engage with an ad, beyond just the chance to see it. An ad is considered "viewed" when a user directs their attention to it.
Our ad formats are designed with the Attention Funnel in mind. We’ve integrated advanced parameters that focus on capturing and maintaining user attention throughout the ad experience.
By analyzing attention data, we can identify the most effective formats and channels, ensuring your ad spend is focused on what delivers the best results.
Our custom formats, like StoryAd and ClipAd, have shown impressive results in mobile tests. Through ongoing research and testing, we assess how well they hold user attention over extended periods.
For example, StoryAd achieved 1400 seconds of attention per 1000 impressions in mobile tests, which is three times higher than the industry standard for mobile ad formats.
