Attention metrics are the new marketing 'must' - here's why

"Today, with almost seven hours a day spent in front of screens and consumers being exposed to almost 10,000 ads daily, it's harder than ever for marketers to capture consumer attention and build connections. As 'attention metrics' gain broader industry adoption, how can organizations leverage them to optimize their campaign and increase their returns on investment (ROI)? Understanding attention metrics"

"Attention metrics are an evolution of 'engagement' - the concept of measuring meaningful consumer interaction with content. One reason attention metrics are so impactful is the fact that they can be measured through not only viewability - or in-view duration - but also through of any combination of elements such as creative size and interaction, ad position, time of day, publisher or program, audibility, page clutter, frequency across devices and eye tracking."

Attention metrics measure actual ad viewing and represent an evolution of engagement by capturing meaningful consumer interaction with content. They combine signals such as in-view duration, creative size and interaction, ad position, time of day, publisher or program, audibility, page clutter, cross-device frequency and eye-tracking to provide high-resolution impact per impression or aggregate performance. Viewability remains a baseline quality metric indicating an opportunity to be seen, while attention confirms whether a viewer actually saw an ad. Attention measurement enables optimizing creative, placement and timing to drive stronger campaign effectiveness and ROI. Attention must be contextualized across devices and environments because equal attention durations can have different value by channel and screen size.

Read at The Drum