As attention grows up, agency rebundling is one unintended result
If you didn’t pay attention in class and the teacher called on you, chances are you were in for a little embarrassment. But maybe you would’ve paid more attention if the teacher had been more interesting, or if your seat wasn’t by the window where you could stare outside.
This overly simplistic analogy doesn’t really do justice to the growing world of measuring attention as a step toward determining better outcomes. Seen as the next step past impressions then viewability in the evolution of measurement, attention is undergoing all sorts of evaluations and creations of guidelines as its various purveyors aim to gain a better foothold.
Attention, when used properly, can offer insight into not only media planning and placement but creative execution as well. Notably, the emphasis on attention is uniting the creative and media sides of the agency world in yet another way.
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Source:: Digiday
