Measurement myths keep persisting for no good reason other than “because we’ve always done it this way”.
More Attention articles
Route Research’s general manager Euan Mackay responds to the latest Lumen attention study and asks: does attention need to be grabbed all at once? Or is it as effective built up over time?
Is a one-dimensional focus on measuring attention distracting advertisers from exploiting the true effectiveness potential of different media?
A new attention measurement study found that while miniscule attentive exposure can impact ad recall and brand awareness, achieving significant uplifts in lower funnel metrics requires multiple seconds of engagement.
Mike Follett, managing director at Lumen Research, is back on the podcast to discuss the key factors that make media effective, and where attention fits within the conversation.
The industry’s scramble to enter the current attention economy is pointless, unless we start focussing on positive attention, writes the MD of Invibes Advertising.
Greater clarity of attention metrics, be it through self-regulation or industry investigation, will unlock more creative thinking.
A two-year study by Lumen Research and Anzu found that in-game ads drive 98% viewability; a significantly higher figure than other digital ads.
Teads has integrated attention metrics into its programmatic buying platform, allowing clients to measure attention similarly to how they measure viewability.
Advertisers will be able to block publishers who do not meet a brand’s sustainability targets from their digital ad campaigns, using tools launched by purpose-led platform Good-Loop.