In an insightful discussion with Josh Barnett, MD of LAMP at Lumen, the article explores the significance of attention metrics in modern advertising. Historically, reliance on viewability led to a misleading understanding of ad engagement, as ads deemed viewable were often not actually seen or engaged with by audiences. Barnett highlights that current analyses reveal a staggering 70% of digital ads are not looked at, emphasizing the need for advertisers to embrace attention metrics to enhance ROI and minimize wastage in advertising budgets. He urges brands to continually evolve their measurement techniques to align with genuine viewer engagement.
Over the past decade, there has been the assumption that ads that were viewable were being looked at. However, this assumption is misleading and requires a shift to true attention metrics.
Most importantly, the time spent looking at them varies massively, too. This indicates that measuring attention, rather than just viewability, is crucial for effective advertising.
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