Why Attention Data is the Missing Piece in Video Advertising
How Vidium Ensures Ads Are Seen, Not Just Served
Introduction: The Challenge of Capturing Consumer Attention
Introduction: The Challenge of Capturing Consumer Attention
- By Admin
- 4 minutes read
In today’s digital landscape, consumers are bombarded with thousands of ads daily. Yet, not all impressions are created equal—many ads are simply scrolled past, ignored, or dismissed before they have a chance to make an impact.
Traditional viewability metrics only measure whether an ad is technically “on screen,” but they don’t tell us whether someone is actually paying attention. This is where Attention Data comes in. At Vidium, we leverage attention signals to ensure brands connect with engaged audiences in high-impact environments. By prioritising placements where real user attention is measured and optimised, we help advertisers achieve stronger brand recall, engagement, and performance.
Ads may be technically visible but not actually noticed.
Viewable impressions don’t indicate whether users actively engage with the ad. Ads in cluttered, low-quality environments may be “seen” but fail to make an impact. This is why Vidium goes beyond viewability—by incorporating Attention Data, we focus on how users actually interact with ads, ensuring placements drive real engagement.
How Vidium Uses Attention Data to Optimise Video Advertising
We integrate Adelaide’s AU (Attention Unit) methodology—a cutting-edge approach that uses machine learning and real-world attention signals to identify placements where ads have the highest probability of driving brand outcomes.
- User Engagement Signals – Identifying environments where users actively pause, engage, hover, click, or replay ads.
- High-Impact Placements – Prioritising video ads in content-rich, non-disruptive environments for maximum engagement.
- Brand Recall & Measurement – Ensuring ads drive stronger recall, awareness, and meaningful consumer action.
In a cluttered digital world, attention is the most valuable commodity. By integrating real-time attention data into video ad delivery, Vidium ensures brands can cut through the noise, drive meaningful engagement, and achieve better campaign results—all while reducing unnecessary ad waste.
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