Healthcare marketers commonly measure web users' visual attention of their strategically placed ads to see if campaigns are reaching their audiences. However, they might want to rethink how much weight they place on this metric, digital marketing expert Jean-Paul Edwards wrote in a Nov. 1 opinion piece for The Drum.
Here are five reasons why Mr. Edwards said marketers should scrutinize their attention data to a higher degree:
- Different channels have different attention challenges. For example, instant attention levels are usually higher on mobile channels, whereas focused attention and memory impact levels are usually higher on a desktop, the piece said.
- People’s attention levels vary during different times of the day.
- Attention benchmarks vary across markets, Mr. Edwards said
- Measuring initial visual attention doesn't account for whether it progresses to continued engagement.
- Media selection and ad format are essential variables for gaining higher attention levels. Ads should be bought in more dynamic formats and from a wider variety of sites. Additionally, ad formats and media-specific placements should vary so web visitors stay curious.