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Understanding the true value of Attention

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Attention Measurement
Attention Measurement

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Meta and dentsu present a high-level summary of the research on Attention to date, including the dentsu Attention Economy and Amplified Intelligence x Meta Australia.

This report was presented at IAB UK's Attention Forum 10th February 2022.

This report summarises the findings to date, outlines the challenges that exist in this space and proposes questions that we think need addressing by the industry:

Findings: 

  • There is no correlation between Attention and Viewability, promoting questions regarding the utility of Viewability as a proxy for outcome based performance

  • 50% of Brand Lift occurs in the first 5 seconds – the relationship is therefore not linear. 

  • Attention varies greatly by device, format and objective  

  • Creative and earned Attention are the biggest drivers of Brand impact. 

Challenges: 

  • The methodology, technical capability, and precision matter greatly when measuring Attention 

  • Representation – there needs to be huge focus on ensuring sample sizes are representative of the population and the technology can mitigate any bias. 

Questions: 

  • What is the industry definition of Attention – dwell time vs. eyes on attention vs. neuroscience? 

  • How do we scale the measurement, considering it’s based on sample size / ad hoc research. How often is this research refreshed? 

  • Is there a correlation between Attention and Business Outcomes? 

  • How is the rest of the industry being measured? It would be a missed opportunity for this to be another digital only measurement. 

 

Download1.14 MB

By Rob Smallwood, Head of Industry, UK, Meta; Nicolas Arrivé, Measurement Lead, Meta; and Joanne Leong, VP, Director, Global Media Partnerships, Dentsu, Head of Research and Measurement

Meta; dentsu aegis

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.

Dentsu Aegis Network is a global media group that specialises in media, digital and creative communications.

Posted on: Wednesday 16 February 2022