Why marketers need to get particular with attention metrics

Marketers often rely on broad categories like ‘video’ and ‘display’ as they measure results, but understanding specific metrics in particular digital environments – like ‘brand recallers per attentive second’ – can help brands understand the impact of their work more fully.

Why it matters

Attention metrics promise to give brands a deeper perspective on advertising impact than legacy measures like viewability. But this approach must be used in an intelligent, nuanced way to enable meaningful comparison and drive return on investment.

Takeaways

• Most consumers use social media platforms for entertainment-based reasons, rather than for learning or exploring.
• ‘Stream’ destinations are generally more laid-back, while ‘feed’ platforms are based on social connection, and ‘short-form’ destinations sit in the middle of this spectrum.
• ‘Feed’ platforms perform best in terms of engagement, whereas ‘stream’ lead the way in terms of overall attention.

For more read the full report: Ad attention varies by digital environment, but other metrics are more consistent