SalesNewz.com

Rich media ad network VideoEgg is churning out new releases lately. Just days after the launch of their Twig ad units, designed specifically with blogs and social media sites in mind, the company has announced a new ad delivery approach that will be included in all future VideoEgg ad buys.

Called AttentionRank http://www.videoegg.com/attentionrank , the new service aims to optimize the placement of brand ads, on a campaign level, to capture audience attention rather than evaluate it on an impression basis. VideoEgg believes that brands are struggling with online media because they are stuck on the idea that attention = impressions, but that this is not so anymore.

It’s an interesting concept that takes into consideration the increasing control that consumers have over what marketing messages they receive, and when. What AttentionRank claims to do is help advertisers identify and connect with audiences when they are at their most receptive.

By evaluating three key factors - engagement with the ad, time spent with a brand message and secondary user actions such as click-through rates – AttentionRank finds where to place brand messages to capture attention.

“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,” said http://www.videoegg.com/press/videoegg_attentionrank Matt Sanchez, CEO of VideoEgg. “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.”

AttentionRank is showing early signs of promise. According to VideoEgg, a packaged goods advertiser increased time spent with ad content by 18% and a major automotive advertiser by 13.2%.

“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.”

The AttentionRank Sketchbook is available http://www.videoegg.com/files/pdf/attentionrank_sketchbook.pdf online, and takes the reader through the thinking behind the new service.