Launches AttentionRank™ to Optimize Brand Advertising for Attention 

San Francisco, CA. May 6, 2009 – VideoEgg, a new kind of rich media ad network, today announced AttentionRank™, an innovative ad delivery approach to optimize the placement of brand advertising and maximize user attention and engagement. AttentionRank is  a systematic approach that identifies when and where users are most receptive to a brand’s message—evaluating media not on an impression basis but on its ability to capture attention. By analyzing three key factors—engagement with the ad, time spent with a brand message and secondary user actions such as click-through rates—AttentionRank enables VideoEgg to understand where to place brand messages to capture user attention, increasing the time users spend with an advertisers’ content by an average of 15 percent. 

“Brands are fighting harder than ever for time and attention, as consumers rapidly shift to new media platforms they’re able to control, like DVRs and the Internet. This cultural change in how messages are consumed makes it more important than ever for brands to connect with their audience when they are the most open to considering a brand message,” said Matt Sanchez, CEO of VideoEgg. “We’ve seen dramatic differences in the value of media placements across the Internet and feel that traditional media buying approaches create unacceptable risks for advertisers. Adding the dimensions of time and engagement to how impressions are valued is an essential evolution in a media world where user attention varies dramatically and can be discretely measured.”

What is AttentionRank?
Building on the success of its cost-per-engagement (CPE) model, VideoEgg’s new AttentionRank approach enables the company to provide brand advertisers more time spent with their content. Having delivered hundreds of brand campaigns, VideoEgg has gained insight into how time on page, ad size and placement, content and user mode influences the attention value of media. AttentionRank improves campaign results on three key dimensions:
•   Engagement: The user voluntarily opts into the AdFrames advertising experience
•   Time with brand message: The time user spends engaged with the ad content
•   Secondary user actions: Clicks-through rate, location inquires, data submissions, etc.
 
Early successes with AttentionRank include substantial increases in time spent with advertising content across three major brand categories:
•   18% increase in time spent for a packaged goods advertiser
•   13.2% increase in time spent for a major automotive advertiser
•   12.3% increase in time spent for a global apparel advertiser

“More than ever, we're looking for ways to increase the efficiency and effectiveness of media," said Quentin George, Chief Digital Officer, Mediabrands. "It's become clear that buying on a CPM basis does not account for user attention. AttentionRank is a great step to help us to maximize the value of the media buy."

“Our clients look to us to deliver time spent with their audience in safe environments. CPE made our model more accountable—AttentionRank is a long-term commitment to increasing the quality of the engagements we sell,” said Troy Young, CMO, VideoEgg. “Ongoing improvements to our AdFrames rich media platform and creative executions have enabled us to increase time spent by 50 percent in the past 12 months. AttentionRank builds on this by optimizing ad placement.”

VideoEgg’s CPE pricing model, launched in February of 2008, drives engagement with an expandable rich media ad unit that can be dynamically formatted to fit any digital environment. CPE provides advertisers a risk-free method to distributing targeted rich media experiences. Engagement doesn’t begin until a user rolls over the ad and the AdFrames invitation has expanded into a full-screen overlay. Advertisers don’t pay until the full-screen advertising experience has begun. VideoEgg has worked with more than 400 of the largest brand advertisers, such as Unilever, Nike and BMW, and delivered 1,500+ campaigns.
 
Additional information on AttentionRank, such as:
•   Overview
•   FAQs
•   Sketchbook
…can be found at: http://www.videoegg.com/attentionrank