Convo Ink Launches Content Marketing’s First Attention Measurement for Improved Campaign Optimization

Convo Ink today launched Australia’s first exclusive audience measurement for marketers and agencies to optimize content marketing campaigns based on attention.

Launched in September 2021, Convo Ink is an intelligent content marketing engine that connects marketers, content producers, and publishers to deliver branded content to audiences with precision and at scale.

Offering one of the industry’s clearest pictures of audience attention, Convo Ink’s Quality Attention Score (QAS) is an algorithm that combines three basic indices for measurement: watch time , commitment and the environment.

Campaigns using attention analytics with compelling content have stronger, longer-lasting connections with audiences. With a total of nine data points for each digital impression, marketers can improve creative and messaging impact based on the attention it attracts.

Aaron Macarthur, CEO of Convo Ink, said, “The big difference in our attention measurement is that we’re not just looking at siled factors like channel or environment. Our Quality Attention Score also analyzes how format and content combine to influence attention. It’s a much more holistic view of the attention ecosystem.

“We’ve always believed in the power of great content. A story pitched to the right person is incredibly influential for advertisers. We’ve long seen a plateau in ad performance, but now we can determine the impact of a engaging content about an audience’s attention during a campaign period.”

All campaigns with Convo Ink have a dedicated content attention dashboard with a live data feed, allowing advertisers to dynamically optimize content based on these attention metrics.

Macarthur added: “For me, that’s where it all really comes together. Not only can you see what your current attention score is, but the data gives you a map of what you need to change to get better results.

It can be seen as an extension of Convo Ink’s smart content marketing engine, launched last year.

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