In this episode of the Advertising Forum we discuss the importance of attention metrics in mobile advertising, featuring insights from industry experts Mark Guldimann and Richard O'Sullivan. The discussion covers the impact of attention metrics on advertising outcomes, the challenges brands face in adopting these metrics, and the future of mobile advertising.

Takeaways

• Attention metrics are still in early stages for mobile advertising.
• High attention inventory can significantly increase click-through rates.
• Brands face challenges in proving outcomes and measuring in-app metrics.
• Realigning incentives around quality is crucial for advertisers.
• In-app advertising is expected to lead in standardization of metrics.
• Attention metrics can improve user engagement and advertising experiences.
• The partnership between Adelaide and InMobi aims to create scalable solutions.
• Industry white papers and influential voices are key for staying informed.
• Understanding the landscape requires following diverse opinions.
• Collaboration among top players is essential for innovation in advertising.

00:00 Introduction to Attention Metrics in Mobile Advertising

03:05 Impact of Attention Metrics on Advertising Outcomes

06:03 Challenges in Adopting Attention Metrics

09:12 Future of Attention Metrics in Mobile Advertising

11:46 Resources for Staying Informed in Mobile Advertising