How to measure attention

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Capturing attention in the attention deficit economy

This article is part of a series of articles on capturing attention in the attention deficit economy. Read more.

While attention is a hot topic across the advertising industry, there is little practical advice on how to measure attention beyond proxies such as duration or approaches such as EEG monitoring which often require a lab setting. With attention increa