Convo Ink has launched an Australian first proprietary audience measurement metric for marketers and agencies to optimise content marketing campaigns based on attention.
Convo Ink, launched in September 2021, is a smart content marketing engine connecting marketers, content producers and publishers to deliver branded content to audiences with precision and scale.
Offering one of the industry’s clearest pictures of audience attention, Convo Ink’s Quality Attention Score (QAS) is an algorithm that combines three core indexes for measurement – time in view, engagement and environment.
Campaigns using attention analytics with compelling content have stronger and more sustainable connections with audiences.
With a total of nine data points for every digital impression, marketing decision-makers can enhance the impact of creative and messaging based on the attention it attracts.
Aaron Macarthur, CEO of Convo Ink said: “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,” he said.
All campaigns with Convo Ink have a dedicated content attention dashboard with live data feed, allowing advertisers to dynamically optimise content to these attention metrics.
Macarthur added: “For me this is where it truly comes together. Not only can you see what your current attention score is, but the data gives you a map of what you need to change in order to drive stronger results.”
See also: Former sales lead at SCA and News Corp launches Convo Ink
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Centre image: Aaron Macarthur