Planning for Attention
This article is part of a series of articles from the WARC Guide to Planning for Attention. Read more.
Advertisers look around you; it would seem that attention, as a measure of ad impact and ad delivery, has reached ‘new-black’ status. What I love about new-black in this context, is that actual human viewing behaviour is getting the focus it deserves. What I hate is that as attention measurement moves towards mass-market acceptance, and advertiser money begins to flow, opportunistic purveyors surface and the ‘what attention is and what it is not’, the ‘how it...