Revolutionizing Digital Advertising: InMobi Leads the Charge with Attention Metrics

In today's rapidly evolving digital advertising landscape, InMobi is proud to be at the forefront of innovation, spearheading the integration of attention metrics across global in-app and mobile web inventory. As the industry faces new challenges and opportunities, we recognize the need for more sophisticated measures of ad quality and effectiveness.

As part of our commitment to driving industry-wide change, InMobi has been actively involved in the recent Interactive Advertising Bureau (IAB) Attention Task Force. We've contributed to industry efforts to the drafting of a new standard for measuring attention, including guiderails for the development of widely applicable metrics for assessing attention and the creation of a unified language for discussing and implementing attention metrics.

The Task Force released its first Attention Measurement Explainer, which provides valuable insights into data signals, measuring attention at scale, enhancing media quality, and improving campaign performance.

The Power of Attention Metrics

Attention metrics are far more than simply the measurement hype du jour. Market trends underscore the significance of attention metrics, with over 90% of global advertisers (DoubleVerify, 2023) now incorporating them into their media planning, and more than 70% of buyers (ExchangeWire, 2023) willing to pay a premium for ads that capture superior attention.

The benefits speak for themselves for marketers:

• Enhanced awareness: Engagements exceeding five seconds are linked to nearly double the brand consideration
• Increased user engagement: High-attention ad placements on InMobi Exchange achieve up to 5x higher click-through rates and 50% higher view-through rates
• Higher conversions: Optimizing for attention can boost sales by over 50%
• Improved brand affinity: High-attention creatives result in more than double the brand recall
• Environmental benefits: High-attention media leads to 50% lower emissions

Strategic Recommendations

While 90% of advertisers plan to incorporate attention metrics into their media planning this year, widespread adoption is something to strive for; once you integrate attention metrics into campaigns, consider:

1. Integrate Attention Metrics: Begin incorporating these metrics into your campaigns for better performance
2. Collaborate with Partners: Work with partners to create high-impact, attention-grabbing media
3. Diversify Approaches: Explore various measurement vendors and techniques (such as data signals and visual tracking) to find what best aligns with your goals 
4. Establish Benchmarks: Set benchmarks with industry experts to guide media quality 
5. Link Data to Goals: Connect attention data directly to your campaign objectives for enhanced strategic planning and outcomes

Get Started with InMobi's Attention Metrics

If you are just beginning your brand’s attention metrics journey, here are some guiderails for best practices:

1. Define clear objectives that harness the power of attention 
2. Engage with our expert partners to fine-tune your measurement and optimization strategies 
3. Invest confidently in high-impact media and watch your campaigns exceed expectations 
4. Share your success stories to encourage wider adoption of attention metrics

Ready to revolutionize your advertising efforts? Contact us at ptd@inmobi.com and propel your media performance into a new era. Together, we can create advertising that doesn't just get seen – it gets noticed.