Meaningful Mobile Metrics
Reaching audiences in a mobile environment continues to be a big priority for the modern marketer. Attention based metrics - such as engagement tracking (swipes, taps and gestures), eye-tracking, dwell time, scroll depth and contextual relevance - all offer valuable insights beyond traditional viewability metrics specifically relevant to a mobile environment.
At ExchangeWire's Attention Live event, our panel discussed how this will enable advertisers to better understand potential audiences and tailor their strategies accordingly.
• John Still, head of content, ExchangeWire
• Suarav Dutta, VP product marketing, InMobi
• Charlotte Dewbury-Clark, digital acquisition manager, Camelot - operator of the National Lottery