Everybody defines attention differently; some people may take attention as engagement, some as eyeballs on the screen, or emotional connectivity to something they're concentrating on... We have to clearly identify and challenge the brands and agencies to let us in to help them solve that attention problem.
We all know how rapturous marketers have become in wanting to attract and then sustain our gaze - we're living in this attention economy. So, it's a natural evolution that marketers would want to take something as natural as attention, quantify it and make it into a KPI...
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