The WARC Podcast 3 in 15: Putting Attention into Practice
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Sep 3, 2024 Cathy Taylor, U.S. Commissioning Editor at WARC, brings her expertise on attention measurement to the discussion. She dives into the evolution of attention metrics and their importance in media strategies. Cathy highlights the shortcomings of viewability as a quality standard and shares insights on how attention data is reshaping planning and buying practices. She also emphasizes the need for a hybrid approach to measure attention effectively and reveals how real-life applications, like Halion's test, have led to significant improvements in ad performance.
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Attention Is Now Operationalized Across Media
- Attention metrics have moved from niche curiosity to widely usable signals across planning, buying, measuring and outcomes.
- Attention measures human activity, unlike viewability which only records whether an ad was served into a viewable environment.
Viewability Is A Poor Proxy For Attention
- Viewability (50% of display visible for 1s; 2s for video) measures served impressions but not human engagement.
- Buying MRC-compliant inventory can still mean only a small fraction actually receives meaningful attention.
Optimize Programmatic Buys For Attention
- Integrate attention data into DSPs and SSPs to optimize media placements for human attention.
- Use vendors with track records to surface placements that drive higher attentive moments.