In an fragmented advertising market where visibility no longer guarantees impact, IAB Italia‘s “Attention Metrics” White Paper attempts to analyze the evolution of KPIs toward measuring actual attention. In this context, in partnership with Lumen Research, we provided empirical evidence of the effectiveness of our premium formats.
The case study focused on Libero Mail Login format, tested using a rigorous eye-tracking methodology on desktop and mobile. The study, supported by a control group, allowed us to map user interaction with the format and its actual impact with pinpoint precision.
The results demonstrate the excellence of our advertising formats and how the Login format is capable of generating high levels of attention compared to other digital solutions, with a positive effect on both spontaneous and prompted brand recall:
• 11x more attention than a digital display ad
• 1.5x more attention than a non-skippable ad on YouTube
• 3x more attention than an in-feed ad on Instagram
• 4x more attention than an outstream video ad
La case represents a concrete demonstration of how attention can become a measurable strategic lever for digital advertising, maximizing the value of contact and optimizing overall brand performance.