Attention, Not Impressions - VideoEgg AttentionRank
Rich media ad network VideoEgg announced a new approach to ad delivery with AttentionRank, which identifies when and where users are most receptive to a brand's message.
VideoEgg is essentially evaluating media not on an impression basis but on its ability to capture attention. Analyzing engagement with an ad (users voluntarily opt into the AdFrames advertising), the time spent with the brand message, and secondary user actions such as click-through rates, AttentionRank enables VideoEgg to understand where to place brand messages to capture user attention and how to effectively price those ads as a result of that increased engagement.
The company is touting substantial increases in time spent with ad content across three major brand categories; 18% increase in time spent for a packaged foods advertiser, 13.2% increase in time spent for an automative advertiser and a 12.3% increase in time sepnt for an apparel advertiser.