Attention and Ad Impact: The Evolution of the New Attention Metrics

Reviews the Attention and Ad Impact: New Insights from New Research paper, which looks at the industry’s growing interest in attention metrics.

In 2021 the ARF issued a Knowledge at Hand titled Attention and Ad Impact: New Insights from New Research. The report was prompted by the importance of the issue and the industry’s growing interest in attention metrics:

  • Attention has been studied for decades. In that time, may studies have shown it to be an antecedent or prerequisite to ad success. (See Rossiter & Percy, 2017 for a good summary of the research literature.)
  • The proliferation of media platforms has caused increases in multi-tasking, which has made finding ways to get consumers to pay attention to advertising more important...

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