Attention is here to stay: What now?

Karen Nelson-Field and Carole Lydon

With Australian advertising’s strong appetite for attention metrics, Amplified’s Karen Nelson-Field and Carole Lydon examine what's next for attention and how to leverage attention data.

This article is part of a Spotlight series on the New Attention Economy in Australia. Read more

While it feels like 2022 is the year that attention as an advertising metric dropped, it really has been one of those five-year overnight sensations. Amplified Intelligence has been proving the value of attention as a measure of quality reach since 2017 – starting with measuring human attention to linear TV, desktop and social platforms, and now in 2022, measuring human attention to advertising across linear TV, CTV, mobile, cinema, OOH, audio and gaming.

There is considerable appetite for attention metrics...

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