"Unlike viewability, which identifies opportunity, attention measurement adds interpretive value. It helps you understand how people actually experience an ad, not just whether they could have seen it. In that sense, attention builds on viewability rather than replacing it. It should be treated as a diagnostic input to interpret engagement, optimize creative and connect exposure to outcomes more effectively - not as an outcome in itself."
"What began as background noise became an obsession. I've watched it twice since, memorized the soundtrack and spent more nights than I'd care to admit watching TikTok dance covers of "Golden." Something about the rhythm, melody and tension in each scene held my attention longer than any movie I've seen this year. It pulled me away from another screen entirely."
Attention measurement complements viewability by measuring how people actually experience ads rather than merely whether they had the opportunity to see them. Viewability standards established a baseline of exposure and remain foundational for accountable measurement. The IAB and MRC Attention Measurement Guidelines create a standardized framework across four approaches: data signals, visual tracking, physiological and neurological observation, and panel-based studies. Attention provides interpretive value that supports diagnosing engagement, optimizing creative, and connecting exposure to outcomes more effectively. Attention should function as an input for improvement rather than an outcome metric on its own.
Read at MarTech
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