Observed Signal · Apr 14, 2025 · Partnership · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
Attention Metrics in Mobile Ads with InMobi
This MarketectureTV discussion features Marc Guldimann of Adelaide Metrics and Richard O'Sullivan of InMobi, examining attention metrics’ role in mobile advertising. The pair argue that attention-based signals improve media quality and campaign performance by shifting focus from pure reach to quality engagement. They trace how measurement has lagged behind digital fragmentation and discuss how in-app environments offer first-party signals that can aid attribution, targeting, and spend optimization. Real-time insights enable mid-campaign adjustments, while creative quality and premium in-app formats emerge as key levers. The conversation also covers privacy-compliant measurement, evolving ad measurement, and how brands can maximize the value of mobile campaigns by aligning incentives from cost to value. Recorded December 2024, the episode emphasizes collaboration across stakeholders and practical tips for implementing attention metrics in practice.
Industry relevance: discusses early-stage attention metrics in mobile advertising and a notable Adelaide-InMobi partnership.
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Key Takeaways & Evidence Grounding
- Marc Guldimann (Adelaide Metrics) and Richard O'Sullivan (InMobi) discuss attention metrics in mobile advertising.
- In-app environments provide first-party data signals for measurement and targeting.
- Real-time insights enable mid-campaign adjustments and better media spend allocation.
- Best practices emphasize premium in-app formats and creative quality.
- Recorded December 2024.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Heineken Combines Attention and Brand Lift Metrics
Heineken is testing a new approach that combines brand lift studies with attention metrics to validate the effectiveness of its display advertising and secure more budget for non-walled-garden channels. Working with GumGum, the brewer uses "Attentive Lift" to overlay brand awareness data from On Device with attention time measurements. A test for the Birra Moretti brand showed an 8% increase in unaided awareness and a 4% increase in familiarity among consumers who viewed ads for more than 2.2 seconds. Heineken's in-house media team plans to use these benchmarks to guide media planning, optimizing for quality of exposure rather than just volume. The method is being adopted across U.K. display campaigns, including for Old Mout. Critics warn against relying solely on attention metrics, but the combination with brand lift is seen as a more balanced approach.
FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying
FreeWheel, a global technology platform for the television advertising ecosystem, introduced new third-party inventory scoring capabilities within its Premium Signals Packaging. This feature creates dynamic inventory packages based on viewer engagement with premium CTV environments. By incorporating independent quality, attention, and engagement signals, FreeWheel enables buyers to evaluate supply through factors like ad experience and live moments, while publishers gain new ways to package, differentiate, and monetize premium inventory. Launch partners include Adelaide, Magid, and Mediaprobe, which provide signals on media quality, emotional intensity, and engagement. Research cited in the announcement indicates that lower ad loads lead to higher recall, underscoring the importance of these quality signals. FreeWheel's move aims to shift programmatic CTV buying beyond scale toward a more transparent, quality-informed marketplace.
Duolingo Launches Attention Guarantees for Advertisers, Powered by Adelaide
Advertisers get a contractual commitment to minimum AU levels across Duolingo's in-app inventory, plus AU reporting alongside campaign delivery metrics.
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