We find ourselves in an increasingly fragmented digital environment, where the user is hyper-stimulated and interfaces with different touchpoints on a daily basis. In this “jungle” full of messages competing to capture our attention, it is important to remember that the goal of advertising is to build a bridge with consumers, simplifying communication with them and enabling brands to weave a relationship.
Attention: beyond just Viewability
Until now, the focus of communication measurement has been viewability, but today the market needs a KPI that goes beyond that. It is no longer enough that an ad is properly loaded, viewable and displayed; it is crucial that it truly captures attention and leaves an impact on the user. In a world overloaded with content and stimuli, the average user spends only 3.5 seconds on a video ad. This is where the concept of Attention comes in, with which you can analyze the visibility of the ad, the effectiveness of audience interaction, and measure the impact of the creative and format. The concept of attention goes beyond simple exposure: it reveals the quality of interaction, providing valuable insights into what really attracts users.
How to stand out on the web and be attractive
The challenge for websites is to stand out in this ocean of content, becoming a reference point for users through a combination of quality, relevance and optimization.
How, then, do publishers stand out on the web?
In addition to producing content of high quality and interest to the users who make up the site's traffic, it is also critical to choose the right formats to attract advertisers who want to reach their audience. A successful strategy involves the use of high-impact creative such as video formats and interactive rich media. These formats, which include diverse creative assets and personalized interactions, have proven effective in increasing user engagement and, as a result, user attention.
AdKaora and the Power of Impact Video
AdKaora's Impact Video is the ideal ally for publishers who want to stand out. This format, with its full-screen, full-size design, captures users' attention, integrating seamlessly into a comprehensive video strategy that spans multiple channels to amplify engagement. For publishers, adopting Impact Video means turning every ad space into a monetization opportunity. Its immersive features not only enrich the user experience, but also prolong the time spent on the page, thus optimizing advertising revenue. In addition, due to its premium and visually appealing placement, these ads reduce the perception of invasiveness, making them highly desirable to brands and stimulating more ad investment. In addition, with Impact Video you can offer vertical and contextual targeting in safe and consistent environments.
Want to discover the best way to maximize revenue from your AMP pages? Write to publishers@adkaora.com to give your revenue a boost!