In A Changing Digital World, Attention Is A Marketer’s Most Powerful Asset
Advertising verification has long played an essential role for digital marketers, whether they are publishers, agencies, platforms or brands. But getting the most out of ad measurement requires more than just verification – it also necessitates attention.
Monopolising customer attention allows platforms and publishers to make the absolute most out of their campaigns. The question for many marketers is how they can meet their goals, secure attention, and make the most of their resources.
To help marketers cultivate a measurement strategy that maximises impact, and create media efficiencies, software innovator Oracle offers Oracle Moat, a sophisticated measurement and analytics tool.
Verification is important for digital marketing because it ensures data is valid, viewable and brand-safe, but it is too often viewed as the most essential keystone.
Oracle Moat, put simply, is Oracle’s ad measurement and analytics tool. It allows marketers to measure the success of their campaign through analytics which, ultimately, will help them succeed in the digital ecosystem.
The effectiveness of digital marketing is best understood through a measurement framework that builds a baseline in verification and then looks beyond, toward attention.
Oracle Moat is comprehensive; supporting brands, agencies, platforms and publishers with measurement across web, app, CTV audio, social and, recently, in-game advertising.
Oracle Moat’s unmatched scope and scale help its partners evaluate campaigns across a broad range of channels, platforms and formats to deliver more efficient and effective advertising campaigns.
As put by Adam Bain, Twitter’s former chief operating officer, on Oracle Moat’s website, “To be effective, advertising needs to be viewable by real people in brand-safe environments, which is why rigorous standards for ad measurement, verified by third-party independent providers is so important.”
The best marketing analysis goes beyond everyday metrics. It hones in on attention signals, both time-based and engagement-based, contributing to an emphasis on effective, efficient impressions, and that eternal goal: minimised wastage, maximised spend and brand protection.
That is crucial for any brand or performance-based campaign, big or small.
Why impact is essential
As virtually all marketers know, the digital advertising ecosystem is an increasingly fragmented one. Brands, agencies, platforms, and publishers alike are having to adapt to fast-changing consumption habits which make attention harder to hold than ever before.
But, on the positive side, as an increasing number of platforms become available to advertisers, so too does the opportunity to engage new audiences.
For example, a particularly exciting innovation from Oracle Moat is media measurement for gaming, including in-game 3D advertising, allowing marketers to capitalise on a fast-growing medium with exciting potential.
It is essential that marketers make adaptation to the new digital landscape a priority, so they avoid getting left behind and increasing spend on advertising that is, fundamentally, less effective.
One of the Moat features that aims to deal with this is the solutions it offers both pre- and post-bid, to prioritise brand safety, viewability, and to avoid invalid traffic. Another crucial element is that Moat is dedicated to measuring all media, making it ideal for innovative, future-focused and diverse platforms like CTV.
Every single customer or audience interaction is vital, and for digital marketers, efficient marketing relies on the impact that impressions have on their audience.
Where marketers can stand out and make a difference is through measurement, and verification is essential, because it helps make ad campaigns more efficient, brand-safe, transparent and legitimate.
Verification gives ads a better chance. But, at the end of the day, it’s just that: a chance.
Measuring your entire digital buy, though – that is, focusing on attention – breathes life into a campaign and provides tangible, consequential results.
The importance of attention
Oracle Moat’s advanced attention metrics reveal how consumers are engaging with ads across channels and devices, allowing marketers to understand the true impact their campaign is having.
Specifically, Duracell was interested in whether customers were exposed to the entirety of its ads with sounds on, and wanted to confirm that it was humans watching those ads.
It turned to Oracle for help. Ultimately, Duracell found that it could improve campaign efficiency.
Through Oracle, it was able to focus on three core facets of the strategy: ensuring ads were reaching the intended audiences, verifying the validity and viewability, and finally, assessing whether the ads resonate using in-depth TV attention data.
“If you haven’t worked with a third-party verification company before, get a partner that will help you educate your organization. Have a partner that has done this before and can ensure a great transition process from the old way of doing things to the new one,” said Jon Ones, senior manager of global digital marketing at Duracell.
Attention metrics can be specific to particular formats – like touch time for mobile campaigns, or completion quality for video or digital streaming campaigns – while others, such as in-view time, interaction rate and interaction time apply across a range of platforms.
These are important because attention signals can help fill gaps and complement other datasets which are commonly used to evaluate the success of a campaign. Using these metrics means marketers can learn how to strengthen their campaign effectiveness and deliver better business outcomes
Ultimately, the fundamentals of marketing haven’t changed, but how marketers optimise their marketing assets has.
Placing greater emphasis on attention and by extension, by viewing verification not as the end of the analytics process, but as the beginning, means marketers can truly understand the impact of their media buy and understand where there are gaps, too.
Free Oracle Moat training is available here. To learn more about Oracle Moat and request a demo, please contact Oracle Advertising from here.
Featured image source: iStock/anuwat meereewee
Please login with linkedin to comment
ad measurement advertising verification attention Oracle Oracle MoatLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.