In brief: Havas Media Group has begun feeding attention data into its media-planning tools on a global scale as part of its partnership with Lumen Research.
More Attention articles
In brief: in addition, strategic investor FirstPartyCapital is leading a £3m funding round to help the company drive expansion across the US and Europe.
In brief: the omnichannel attention measurement company has appointed adtech veteran Alex Khan as its EVP, global partnerships as the company opens its first US in New York City.
Using the right ad formats, quality media and appropriate creative to engage audiences should be as important as optimising for attention for advertisers.
Evidence indicates that there’s plenty of opportunities for arbitrage remaining when using attention metrics.
Our understanding of attention can be transformed and improved when describing the concept in other languages.
| Rob Hall
If it doesn’t have an eye-gaze in it, it’s not attention.
There is a lot of discussion about ‘purpose’ in advertising, but less about the purpose of advertising. And that purpose is to be effective.
Lumen Research’s Mike Follett explains attention is not trying to “sucker” anyone and advocates for a growth mindset.