Forget Branding Vs. Performance - Both Are Critical, And Attention Metrics Bridge The Gap | AdExchanger

The purpose of advertising is to capture consumers' attention. From there, advertising is meant to convert awareness and affinity into loyalty and purchases. The best advertising entertains and, most importantly, respects consumers' time, attention and privacy.

Traditional advertising metrics often force marketers into choosing between driving immediate sales (performance) and building brand equity (branding). This false choice stems from the belief that these two objectives require fundamentally different approaches and are evaluated against different criteria.

But the growing value of attention metrics could finally settle what reasonable arguments couldn't. Attention is a clearly powerful gauge of interest... attention metrics present a truly holistic view of ad effectiveness.

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