Attention: Paying for quality time

MediaCom

Looks at how attention solutions aim to solve the problems in advertising compounded by a broadening digital ecosystem.
  • Consumers are now exposed to over 6,500 branded messages every single day, resulting in the reduction of attention spans to 8 seconds.
  • Media fragmentation should mean that we are aiming to consolidate metrics that have the potential to bridge the gap between strategy and tactics, assist with media choices across platforms, measure media and message together and help with identifying contextual fit in a soon to be cookieless world.
  • Far from being another effectiveness measure there is a place for a ‘quality filter’ to overcome the attention deficit, it just needs to reflect the complexity and scale of modern marketing....

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