White paper: The Rise of Attention Planning in Media
Published on 1st September 2023Attention is at an all-time premium, it’s no longer enough to simply capture attention, you’ve got to work to keep it too. If you succeed, you have the opportunity to increase ad recall by almost 80%. But if you fail, ads will soon be forgotten and campaign effectiveness will drop.
Sounds like a quick win, but it isn’t always straightforward as marketing and advertising content has never been so saturated. Audiences are consuming more than 7 hours of screen time each day, and their attention is taking the hit. Today, the average adult attention span lasts only 8.25 seconds.
As one of the key themes at last year’s Cannes Lions Festival, ‘The Attention Economy’ is still hot on the agenda, especially in the world of media planning and measurement.
What's the answer?
Attention planning in media is more important than ever, however it’s crucial to understand what attention means, how to set the right KPIs, and how to measure it.
In this guide, we demystify attention in media and explore how prioritising and planning for attention from day one can grant brands the opportunity to build salience and get ahead of the competition.
We’ll explore the differences between attention, awareness and viewability, breakdown attention-based metrics and explore what attention means for media buying.
What’s inside
- The case for attention
- Attention, awareness and viewability – what comes next?
- The rise of attention-based metrics
- Attention and media buying
- The impact on brand health
Attention planning is now marketing’s worst kept secret, but there’s still all to play for in the race for attention. Read the free report here to get ahead now.
