Attention-based ad measurement is generating a lot of interest these days, largely because traditional viewing measures are increasingly unreliable. Playground xyx uses eye-tracking panel data to measure attention to digital ads. They’ve just teamed with PubMatic to sell audiences optimized for attention.
PLG fans rejoice: while product-led growth has received less attention recently than it had been, this Openview report offers lots of interesting data on the topic. Most eye-opening was that PLG is actually a minor source of new customers: the report puts it at 5%, compared with 32% from organic search, another 32% from sales, and 17% from paid marketing.
Sometimes, having people pay too much attention to your ads can be a bad thing. This MAGNA study found that showing the same ad six times in one hour on a streaming network might increase awareness, but it also reduces purchase intent and positive brand perceptions. Consumers assume the advertisers are repeating the ads on purpose.
Retail and hospitality customer engagement platform Givex has added the ability to create comprehensive customer profiles that include interaction data from other systems. The new product, GivexEngageAI, also develops customer segments, executes marketing campaigns, and recommends next best actions. The company refers to it as a CDP and it does appear to tick all of our boxes.