Defining the added value of attention measurement

At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.

Planning for Attention

This article is part of a series of articles from the WARC Guide to Planning for Attention. Read more.

Advertisers look around you; it would seem that attention, as a measure of ad impact and ad delivery, has reached ‘new-black’ status. What I love about new-black in this context, is that actual human viewing behaviour is getting the focus it deserves. What I hate is that as attention measurement moves towards mass-market acceptance, and advertiser money begins to flow, opportunistic purveyors surface and the ‘what attention is and what it is not’, the ‘how it...

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