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Reporting of display advertising

We can now produce attention analytics for display campaigns with our new Katse report!

There are differences in the reporting of various purchasing methods

Area campaigns are reported by media, meaning the impressions and clicks received by the campaign and their distribution by media.
Cover campaigns are reported only at the campaign level, meaning the total impressions and clicks received by the campaign
(not by media).
Target campaigns are reported only at the campaign level, meaning the total impressions and clicks received by the campaign
(not by media).
In article video campaigns the video impressions, clicks received from the video, and video views
(start, 25% / 50% / 75% / 100% viewed) are reported.

The impressions and clicks received by the campaign are reported through the media’s own advertising management systems.

Please note that the figures from the media advertising management systems and the client’s own system may differ from each other. This is completely normal, as different systems measure and report slightly different things.

Kärkimedia’s Attention Report reveals the seenability of the display campaign, meaning the proportion and number of genuinely noticed ad displays out of the purchased ad displays, as well as the average attention time for the noticed advertising.

The figures in the Eye Report are based on reliable artificial intelligence, which is backed by a vast amount of accurate eye-tracking data. The data has been collected through a large consumer research panel equipped with eye-tracking devices connected to the browser in use and measurement software. Data has been collected through the panel for over eight years and is continuously updated.

In scientific terms, the collected data is used to train an artificial intelligence solution based on convolutional neural networks.

The price for view reporting is €0.20 CPM, and we automatically add it to all separately purchased display campaigns.

Test and optimize your advertising materials for visibility

The AI behind the attention analytics can also generate a heatmap for the content (heatmap example next to it), which shows where the reader’s attention focuses on the creative elements in the content. The price for this additional service is €12.50 / content.

Digital Advertising Research

When you want deeper insights into the effectiveness of digital advertising alongside basic analytics, also check out our Impact of Digital Advertising study.