Attention research is everywhere right now. The promise is clear: by calculating the relative value of each impression or view, advertisers can make more informed decisions about where to invest budgets – a topic explored by WARC in The Marketer’s Toolkit: Future Thinking 2022.
However, many gaps remain in the industry’s bank of knowledge preventing marketers from truly planning for attention with confidence. For instance, what is the role of platform and ad format on attention quality and duration? What impact does brand size and category have on audience attention?
To begin to answer some of these questions,...