In an exclusive discussion with Donia Baddou, global VP partnerships at Lumen Research, we explore the promising world of attention metrics in advertising. Baddou highlights that these tools can help advertisers amalgamate attention benchmarks across channels, presenting a comprehensive view of audience engagement and campaign outcomes. However, challenges include the difficulty in aggregating attention metrics across diverse platforms and the lack of standardization among various DSPs. Understanding the right amount of attention needed for different brands also remains a complex task, impacting media planning and strategy implementations.
"Attention tools allow advertisers to view their campaigns from a birdseye view; they can see where their audience is engaged, and where outcomes actually come from."
"It's important for brands to consider how much attention they actually need - not all brands will need the same amount."
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