Marketers should understand the value they seek and their objectives when experimenting with attention measurement—this is because attention is neither a commodity nor a currency and is notoriously hard to capture.
Agencies and tech providers are building a more sophisticated understanding of consumer attention, but they face cultural and infrastructure challenges in convincing advertisers to convert to a new currency.
In this lesson, Kevin Smyth from Playground XYZ explains how marketers can use modern attention-based metrics to measure retention.
The way consumers today interact and engage with brands has changed dramatically. They want unique, attention-grabbing creativity delivered in a personalised way. For content to succeed, brands need to understand how monotony, mood and motivators contribute to consumer connection.
TOP OF THE CHARTS: A study by Australian outdoor-media company QMS lends support to the intuitive idea that ads with changing creative stick in the mind better than static ads.
We already knew attention mattered. This year, we discovered just how much.
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