A new value system for media planning and trading | WARC | The Feed
The Feed
Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
A new value system for media planning and trading
Brands that want to understand the true value of their media placement should look beyond the commonly used ‘opportunity to see’ and measure the far better predictor of Attention, according to new research by dentsu, the media agency.
Why it matters
Current metrics and measures of success in media fall short and do not take into account the huge importance of the human experience of media. Dentsu’s study, ‘Unlocking the new currency of Attention’, shows how ‘Seconds of Attention per 000’, combined with analysis of how these seconds have the power to translate to outcomes for brands and...
This content is for subscribers only.
Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.
Email this content