Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention.
This week, Elena, Angela, and Rob discuss the rise and relevance of attention metrics in advertising. From how attention goes beyond visibility to the many ways attention is measured, our hosts are exploring the benefits, challenges, and practical applications of attention metrics. They even share their own experience using eye-tracking for TV commercials and how attention impacts performance.
Topics covered:
- [01:00] New attention metrics go beyond viewability and impressions
- [03:30] The problem with attention metrics
- [07:00] Byron Sharp’s perspective on attention
- [08:30] How 3M developed eye-tracking technology
- [13:00] How attention metrics inform TV performance
- [15:00] How viewing context and lack of standards make attention challenging for marketers
To learn more, visit
marketingarchitects.com/podcast.
Resources:
2023 MarketingBrew Article: https://www.marketingbrew.com/stories/why-advertisers-are-excited-about-attention-metrics2023 MediaPost Article: https://www.mediapost.com/publications/article/391258/hey-there-attention-metrics-stifled-by-lack-of-re.html2022 The Media Leader Article: https://the-media-leader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
