The WARC Guide to Planning for Attention

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Article

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.

Article

In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.

Article

In recent years questions around the digital media supply chain have been widely discussed in the marketing industry and exactly how brands have reacted has varied considerably.

Article

Considers some of the potential impacts as we head towards an addressable world.

Article

The current impression measurement system is confused and needs challenge and disruption.

Article

Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.

Article

The advertising ecosystem is broken and needs to be fixed.

Article

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.

Article

Looks at how it is possible to capture detailed attention metrics using the underpinnings of viewability.

Opinion

The hunt for attention It seems our days are getting longer and our attention spans are getting shorter. With a constant flow of emails, texts, and social media, and an equally demanding deluge of offerings from traditional media, it’s rare to see content that breaks through the clutter and captures our attention. In the midst of this cacophony, we’re continuously flooded with messages from brands vying to be seen and heard. One estimate states Americans are exposed to 4,000 and 10,000 ads per day . Attention has become a precious resource in high demand. And although marketers have started to focus

Opinion

Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers. But change is coming and it is good. We are moving from conversations at Cannes to action and applicability. Currencies are starting to form, the nature of measurement is becoming more advanced and capital investment is starting to flow. The study of attention is a growing field.

Opinion

With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.

Article

Looks at Co-op's approach of testing new innovations to better understand consumer attention.