Driving Performance with Attention: The Power of Voluntary Lifted Attention (VLA)
In an attention economy, where customers are bombarded with thousands of brand messages daily, capturing interest isn’t the challenge, but holding it is. This is why marketers are shifting from clicks and impressions to stronger, attention-based metrics. In the automotive space, especially, Voluntary Lifted Attention (VLA) is leading the charge. At sMedia, we believe attention is the new currency, and VLA is one of the clearest indicators of advertising success.
What is VLA?
While VLA is also an acronym for Google Vehicle Ads, in this context, we’re talking about Voluntary Lifted Attention. This is a strong measurement that reflects when a consumer chooses to engage with your ad. Unlike passive scrolls or forced views, VLA captures real-time, intentional attention, the moments when your messaging actually resonates.
VLA is different from traditional impressions or viewability stats. It tracks lift and how much more attention your content receives compared to a baseline. It’s proof that someone wanted to watch, click, or explore further.
In short, VLA isn’t about being seen, it’s about being chosen.
How to Track VLA in Dealership Campaigns?
While there isn’t a single “VLA” stat inside platforms like Google Ads or Meta, you can track proxies and signals using a combination of data points and tools, especially when working with a knowledgeable partner like sMedia.
1. Viewability + Dwell Time
- Track how long ads are in view and whether users stay engaged longer than average.
- Platforms like Google Display, YouTube, TikTok, Meta, and some programmatic DSPs (Demand-Side Platforms) report viewable impressions and dwell rates.
2. User-Initiated Actions
- Did the user click to play a video, tap to expand, or click through to a VDP?
- Higher-than-average CTRs or engagement rates often indicate strong VLA.
- Example: A typical CTR for display might be 0.5%, but a video ad with VLA can show 1.5%–3% CTR.
3. Platform-Based Attention Scores
Some platforms (like TikTok or YouTube) and third-party tools now offer “attention metrics” tracking, and the following are all signs of voluntary attention:
- Scroll speed
- Time in view
- Audio on/off
- Interaction rates
4. Performance Lift vs. Baseline
Before we talk AI Video, let’s establish the baseline: how do you know if your campaigns are truly holding attention?
At sMedia, we measure VLA (Video Lead Ads) performance by comparing it to past campaigns or non-video/static creatives. The question we’re asking is simple: Are we driving more engagement than before?
That’s where AI Video comes in. When integrated into campaigns, AI-driven video consistently delivers:
- Higher time on site (a key signal of interest—see why that matters here)
- More VDP (Vehicle Detail Page) engagement
- Lower bounce rates
- Stronger lead conversion
Those metrics aren’t just numbers as they represent a measurable lift in voluntary attention and a clear indicator that your creative isn’t just reaching people, it’s moving them closer to a sale.
Why Voluntary Attention Matters for Dealerships
In our previous posts: Do I Have Your Attention Yet? and Do I Still Have Your Attention?, we explored the shifting landscape of digital marketing. Traditional performance metrics like CTR and CPC, while still important, only paint a portion of the picture. Platforms like TikTok, Meta, and YouTube reward engagement, not interruption.
Voluntary attention aligns perfectly with your core goals:
- Getting in-market buyers to pause and pay attention
- Building trust and familiarity through repeated exposure
- Driving higher conversion through high-intent engagement
How sMedia Helps You Capture Voluntary Attention
Our digital advertising strategies are designed to earn and measure attention in meaningful ways. Here’s how:
Precise Targeting
We leverage audiences with high-intent to purchase signals (like EPM) to fine-tune retargeting campaigns while also capitalizing on the platform-specific generated audiences. This precision, coupled with location-based relevancy, drives stronger voluntary attention scores by putting your ads in front of the right people at the right time.
High-Impact Creative
Our AI Video turns your live inventory into engaging social-ready videos designed to stop the scroll. When buyers voluntarily watch a video about a specific vehicle on your lot, VLA is in action. Over 75% of auto shoppers say that online video has influenced their shopping habits or purchases. Upgrade your ads with dynamic video that stops the scroll with no extra effort on your behalf.
Attention-Based Optimization
Through advanced analytics and attention benchmarking, we adjust your campaigns based on real engagement, not just impressions. This makes your budget work harder, targeting ads that earn attention, not waste it.
Final Thought: Attention Is Earned, Not Bought
With shrinking budgets and rising competition, dealerships need more than visibility; they need voluntary attention. VLA is one of the clearest, most actionable indicators that your digital strategy is actually working.
At sMedia, we specialize in connecting dealerships to real shoppers through data-backed attention strategies. If you’re not measuring VLA, you’re not seeing the full picture.
Let’s talk about how your campaigns can earn more attention and, most importantly, convert that attention into sales.
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