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Reporting of display advertising

We can now provide attention analytics for display campaigns with our new Katse Report!

Reporting differences by buying method

AREA campaigns are reported per media, meaning impressions and clicks are broken down by each media outlet.

COVERAGE (RON) campaigns are reported at the campaign level only, showing the total impressions and clicks across all media (no media-specific breakdown).

CONTEXT campaigns are also reported at the campaign level only, with no media-specific breakdown.

Article video campaigns include detailed reporting on:

Video impressions
Clicks generated from the video
Video views: Start, 25%, 50%, 75%, and 100% completion rates

All campaign impressions and clicks are reported through the ad management systems of the respective media outlets.

Please note that figures from media-side systems may differ from those in the advertiser’s own analytics. This is completely normal, as different systems may track and report slightly different metrics.

Katse report: Measuring real attention in display campaigns

Kärkimedia’s Katse report provides insights into the attention of your display campaign by showing both the number and share of truly seen ad impressions out of the total purchased, as well as the average attention time for seen ads.

The Katse figures are powered by reliable AI, trained on an extensive dataset of precise eye-tracking data. This data is collected through a large consumer research panel equipped with eye-tracking devices, connected to their regular browser usage and measurement software. The panel has been collecting data for over eight years, and it is continuously updated.

In scientific terms, the data is used to train a convolutional neural network (CNN)–based AI model to predict what users actually notice.

Pricing

Katse report: €0.20 CPM
→ Automatically added to all individually purchased display campaigns.

Test and Optimize Your Creatives for Attention

The same AI technology behind Katse can also generate attention heatmaps that show which creative elements attract the most viewer attention (example shown beside). This enables smarter design decisions based on real user behavior.

Heatmap analysis: €12.50 per creative.

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.