Moving beyond legacy KPIs in a saturated digital ecosystem
Digital habits have changed, and user behavior has followed. Yet, many advertising campaigns still rely on outdated performance metrics like impressions, clicks, or basic viewability. While these KPIs may provide surface-level insights, they fail to reflect the true impact of a campaign.
At OursBlanc, we’ve been advocating for a shift toward more meaningful metrics—particularly exposure time—since 2019.
What we really mean by “attention”
Rather than using “attention” as a buzzword, we focus on measurable signals. One of the most relevant is actual exposure time—the duration for which an ad remains visible and engaging on screen. This metric gives a more accurate picture of user engagement than a basic impression count.
In an ad environment where user attention is increasingly scarce, tracking exposure time helps differentiate between fleeting visibility and real impact.
The format is part of the equation
Not all visible ads are equal. A small banner in the footer may meet viewability standards but will rarely hold attention. On the other hand, smart, well-placed formats designed with user experience in mind can sustain interest longer.
That’s why we’ve developed formats like SmartCover, SmartPulse, and SmartRead—engineered to integrate smoothly into the browsing experience while encouraging voluntary engagement.
What attention-focused measurement unlocks
- Pinpointing placements and formats that drive actual engagement
- Optimizing creative for longer exposure and better performance
- Eliminating low-value impressions to improve media efficiency
- Aligning KPIs with true user attention—not just technical delivery
What’s next?
Ad visibility is no longer enough. The key question is: was it actually seen—and for how long? That’s where attention-based metrics offer greater clarity, and greater control over campaign performance.
At OursBlanc, we continue to refine our proprietary tools to help advertisers navigate this shift and extract more value from every campaign.