Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article
TL;DR Summary of Snapchat Ad Attention Measurement Advances by IAS and DoubleVerify
Both Integral Ad Science (IAS) and DoubleVerify have launched new attention measurement tools for Snapchat ads, enhancing advertiser insights. These solutions utilize Lumen Research’s eye-tracking data combined with AI and ad exposure metrics to estimate viewer engagement accurately. This technology provides detailed metrics like ad focus, dwell time, and an Attention Index, helping advertisers optimize their Snap campaigns effectively.
Optimixed’s Overview: Enhanced Attention Analytics Revolutionize Snapchat Advertising Performance
Introduction to Advanced Attention Metrics on Snapchat
Snapchat advertisers now have access to innovative attention measurement technologies developed by Integral Ad Science (IAS) and DoubleVerify. These tools leverage eye-tracking data from Lumen Research, combined with AI and scalable exposure metrics, to deliver unprecedented insights into how users engage with Snap ads.
How the Technology Works
- Lumen Research’s Eye-Tracking: Uses aggregated data from participant studies to predict where users are focusing on-screen, without accessing individual webcams during ad delivery.
- IAS Integration: Combines Lumen’s predictive attention engine with IAS’s AI-powered media quality data to measure attentive seconds per thousand (APM) on Snapchat ads.
- DoubleVerify’s Solution: Merges impression-level ad exposure metrics such as viewable time and screen share with eyes-on-screen signals to form a comprehensive attention dataset.
Benefits for Advertisers
- Deeper Engagement Insights: Understand exactly which parts of the ads capture attention and for how long, enabling more targeted content strategies.
- Attention Index & Comparative Performance: DoubleVerify offers an Attention Index that benchmarks ad performance by vertical, helping advertisers optimize campaigns against industry standards.
- Improved ROI: By focusing on attention metrics, brands can maximize the effectiveness and efficiency of their Snapchat advertising spend.
Conclusion
These advancements mark a significant step forward in digital marketing measurement on Snapchat. Advertisers serious about maximizing campaign impact should consider integrating these attention measurement solutions to refine their strategies and drive better engagement results.
