Australian startuo Convo Ink has created an audience measurement metric for marketers and agencies.
The Quality Attention Score (QAS) is an algorithm that combines three core indexes for measurement - time in view, engagement and environment.
Aaron Macarthur, CEO of Convo Ink: “The big difference in our attention metric is that we are not just looking at siloed factors such as the channel or environment.
"Our Quality Attention Score also analyses how the format and content combines to impact attention. It is a much more holistic view of the attention ecosystem.
“We have always believed in the power of great content. A story put in front of the right person is incredibly influential for advertisers. We have long seen a plateau in ad performance, however we can now determine the impact that compelling content has on an audience's attention over a campaign period.”
Campaigns with Convo Ink, a content marketing engine founded in 2021, have a dedicated content attention dashboard with live data feed, allowing advertisers to dynamically optimise content.
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