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12 April 2021
Putting attention into context
Data protection & privacyWebsites, online services, appsDigital media research
As debate about the role of attention measurement in media intensifies, a new study calls for a greater consideration of context in campaign planning.
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.
“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.