Industry Optimism Around Attention Measurement

Impact recently conducted a study of 195 digital media professionals and asked them about how they were thinking about attention measurement & buying in 2024.

One of the insights that leapt out at us when looking at the results of this study, were that already nearly two thirds are using attention based metrics in campaigns which just goes to show how quickly our area of expertise has taken off:

We covered in a previous newsletter that the lack of standards for attention measurement might be holding back adoption and that different providers are leveraging different methodologies.

But our study suggests that despite this, digital media professionals see the value in attention measurement, the vast majority are neutral or positive on the technology and over one third of buyers when asked said attention metrics are better than what they have used previously to measure success.

This is great to hear as obviously effective measurement is the cornerstone of optimization, and as you would expect, attention optimized media buys have been proven to drive significantly more seen ads than campaigns that were not, but what is very interesting is that early research suggests this has a big impact downstream on brand awareness and also purchase intent. So buyers are right to be optimistic about this new approach. Viva la attention measurement.