Measurement based on attention prediction, visual exposure of the brand in the spot, along with the involvement of local data from the entire Czech video inventory (including YouTube, Meta, etc.) is at the heart of the new way of measuring video advertising that Omnicom Media Group is introducing. It is using the tools of a strategic partnership to do so, which this year saw it launch the same approach to display formats, combined with local expertise. As a result, clients gain insight into the attention users are giving to different parts of the spot, including the brand, based on the platforms and devices where the spot appears.
"We're revolutionizing video ad planning, looking at video as a standalone medium regardless of what screen it's on, and adding a qualitative layer of attention to the spot on specific devices and surfaces to the planning," describes Zuzana Horáková, Head of Technology at Omnicom Media Group. She adds that this is a completely new approach that the group is piloting with the supplier on the Czech market.
Zuzana Horáková; Source: Omnicom Media GroupQuestions for Zuzana Horáková
What has been possible to measure in video advertising so far and what is new in video advertising measurement now?
So far, we have been measuring standard media metrics in video advertising such as reach, frequency, number of impressions, view rate, price, etc. Now we're coming up with a completely new approach that combines technical data on individual spaces, which include things like whether it's instream or outstream, whether the video starts automatically, whether it starts without sound, how big the player is, how saturated the site is with ads, on the one hand, and video analytics based on predicting attention and visual brand exposure in the spot, on the other.
How is attention measured in video advertising?
The model we use can predict with up to 98% accuracy where users' active attention will be directed. At the same time, we predict the complete attention and impact of the communication with the aforementioned data on brand exposure time.
What value does attention measurement bring?
We focus primarily on the time a brand is present in a video, along with how the model evaluates the active attention paid to each element. We can then relate all of this to local benchmarks. We are thus moving from simply planning video advertising to a consultancy that brings additional added value to our clients.
What does this mean for campaign planning?
We look at video as a standalone medium regardless of what screen it's playing on (TV, CTV, desktop, mobile) and add a qualitative layer of spot and individual area attention to the planning. At the same time, we take into account how video is consumed on each device. This approach then improves the overall reach of the campaign across all target groups.
How can the results be used to plan campaigns within OMG and how will they be used?
At the moment we are planning the first pilots. I believe that, just as we have successfully piloted attention measurement in display formats, where we have now set optimization towards the highest possible attention as the new market standard, this will be a similar principle that will ensure clients deliver the planned metrics (which is increasingly important given the sell-out nature of TV) along with an even higher quality of intervention.
Source: mediaguru.cz
