How to Measure Consumer Attention
Introduction
Across the myriad campaigns, ad formats, channels, and devices that marketers have in play at any given moment, getting a comprehensive understanding of performance is the only way to build a strong, results- driven digital advertising strategy. However, this is only possible when marketers commit to measuring performance beyond baseline verification.
Going beyond verification means quantifying consumer attention, which is no easy feat. But with the proper measurement insights and strategies, brands and agencies can evaluate campaigns based on attention signals that span ad formats, environments, and platforms. This then affords marketers the ability to reflect on performance over time and across channels, product lines, creative strategies, industry benchmarks, and more—providing them with the information and insights to take action and develop stronger campaigns for the future.
