As Attention metrics gain traction as a new form of ad currency, the industry is increasingly considering the impact of attention measurement on cross-platform campaign effectiveness and performance.
Digiday reporter Michael Burgi examined the role attention can play in improving ad performance and measurement. He writes, "Attention metrics tend to help brands that have latent sales cycles (such as CPG) and less effective data feedback loops that aren’t closed."
Max Kalehoff, VP of Marketing and Growth at RealEyes, explains in the article, that attention metrics are a step beyond viewability. They help to answer "‘Did your brand message create attention? Did it reach an attentive audience? Did it create a desire?’”
Read the full article on Digiday (paywall).