The Ozone Project, a digital advertising platform built by the UK’s leading publishers, has launched a bespoke measurement solution to help advertisers and agencies measure advertising engagement across the Ozone platform.
The Ozone Attention Index aims to give advertisers and agencies a greater understanding of campaign performance in Ozone’s premium environments. Created in-house, the index combines a number of weighted metrics that have been deemed to be important to advertisers and publishers in measuring engagement.
“Since Ozone’s inception we have talked proudly about the proven power of premium online environments in helping capture attention for advertisers. That is why we are very excited to be launching this initiative at a time when attention is firmly in the spotlight,” said Craig Tuck, Chief Revenue Officer at The Ozone Project.
The measures include Active View, which is the amount of time the user was on the page with a window in-focus; Scroll Rate – the percentage of impressions where the user scrolled; Screen Real Estate, identifying the average percentage of pixels that the ad fills on the user’s screen; and Interaction or Touch Rate, which is when a user actively enters the frame of an ad.
The Attention Index, which has been launched following consultation with almost 100 media leaders and practitioners on the validity and usefulness of different metrics, will work in addition to clients’ own campaign KPIs, and Ozone’s client services team will factor in a number of other hygiene measures into individual campaign indices.
“While we are very supportive of the huge amount of industry thinking going into cross-media attention currencies and measurements, we believe that this index represents a live and actionable first step towards optimising digital advertising against indicative measures of greater consumer engagement,” said Tuck. “Needless to say, we will continue to work with our clients to test, refine and iterate our model to ensure it consistently adds value – alongside their other KPIs – to their campaigns’ success.”
Ozone says it used historical data to find a positive link between higher scores for the Attention Index and higher shifts in brand lift, as independently measured by Brand Metrics. Going forward, the company will continue gain a deeper understanding of this correlation by looking at live campaigns and other client success measures.