Attention is big, but measuring it is hard
Attention is a big topic in the industry, but measuring it is challenging. Neuro-Insight CEO Pranav Yadav noted that most decision making happens in the subconscious anyway, so direct attention may not be what converts a buyer.
On another panel, Dentsu Media CEO Doug Rozen noted that while attention measurement has become an important capability for Dentsu, it’s also important for other agencies using their proprietary approaches as points of differentiation. But for the industry to make progress on actually buying against attention measures, agencies, marketers and media will have to agree on a standard, he said, expressing optimism this can happen.
Other panelists disagreed on the need or possibility of a standard. Irina Dzyubinsky, senior director of product management at Moat, said getting the buy and sell side together on a standard would take at least 18 months and might not be worth the effort.
“What's going to work for one advertiser, in terms of how we define attention, it's not going to be the same for another,” she said. “Ultimately, do we really need a standard?”
A FAST emerging brand-safety problem
Free ad-supported TV has become a hot category through the promise of ads sold against high-quality long-form content like movies. But FAST networks' vast content catalogs have a brand-safety measurement problem that’s the biggest impediment to more advertiser investment, said Kelly Metz, managing director for advanced TV at Omnicom Media Group on a panel focused on the FAST ecosystem.
“We do need that same level of transparency and trust” as in linear TV buys, Metz said, “and we’re not getting it in the way ads are sold and packaged.”
So, for example (not one brought up by Metz), an ad for Procter & Gamble Co.’s Gillette might show up on Tubi during a stream of R-rated “Fight Club,” when the movie seemingly has elements that don’t meet P&G standards.
Metz noted that there are brand-safety measurement safeguards elsewhere that can be enforced through third-party measurement firms, such as digital buys, that don’t currently exist for FAST channels.