Putting attention into context | WARC | The Feed

Putting attention into context

As debate about the role of attention measurement in media intensifies, a new study calls for a greater consideration of context in campaign planning.

Research findings

• The report, by UK magazine trade body Magnetic and Lumen, measured ‘eyes-on’ attention to advertising on magazine websites.
• It found that advertising on magazine websites generate twice as much aggregate attention as other online environments.
• On mobile, 86% of people viewed ads on magazine content, as opposed to 66% on Facebook, and 62% for other types of quality digital display.

Why it matters

There are growing calls for attention – rather than viewability – to be used as a metric in media planning. When coupled with the deprecation of third-party cookies, this raises the importance of context and quality media environments.

Key quote

“If we put attention in [the] context of the cookie debate, the value of publisher environments is a real boon at a time when advertisers are looking for alternative solutions.” – Anna Sampson, Magnetic.