18 November, 2021

In A Changing Digital World, Attention Is A Marketer’s Most Powerful Asset

Megaphone reaching out from the smartphone and laptop screen to shout alerts for product promotions.

By B&T Magazine

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.

Duracell, for example, was looking to collect better details about how effective its ad campaigns were, with a focus on brand safety and ad fraud for CTV ads.

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

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