The WARC Podcast Looking at the power of aggregate attention
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Oct 3, 2024 Cathy Taylor, a WARC representative, is joined by Jon Waite from Havas and Mike Follett from Lumen to dive into groundbreaking attention research. They discuss how aggregate attention time can enhance advertising results and why brands should measure attention value per consumer. The conversation reveals that different marketing goals require varied attention strategies—awareness campaigns thrive on frequent small hits, while sales-focused efforts benefit from deeper attention with less frequency. Get ready to rethink how attention shapes your marketing!
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Conference Anecdote On Testing Vs Adoption
- Jon Waite described asking 300 people at a summit who'd tested attention metrics; all raised hands for testing but only one used it widely.
- The anecdote illustrates wide experimentation but low integration into routine media planning.
Why Attention Measurement Accelerated
- Attention measurement grew because cookies, fraud and cross-media measurement gaps demanded a new signal.
- Attention offers a practical, optimizable lever that links to brand outcomes where traditional identifiers fail.
Aggregate Attention Predicts Brand Lift
- Aggregate attention time across multiple exposures correlates strongly with brand lift metrics like awareness, preference and purchase intent.
- This dataset links individual viewability and attention to 9,089 brand-lift studies, proving attention's effect at scale.