Cumulative Attention Offers New Approach to Measuring Ad Impact
· 1h ago · Originally reported by PPC Land
Cumulative attention measures the total time a person spends viewing a campaign's ads, combining all exposures. This concept shifts focus from simply counting ad impressions to evaluating the quality and duration of audience engagement.
Why it matters
Understanding cumulative attention helps advertisers better assess how effectively their ads capture and hold viewers' interest, leading to more informed campaign strategies.
Explain it like I’m new here
It's like adding up all the minutes you spend watching a TV show, not just counting how many times you turn it on.
Terms in this story
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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