In a fragmented, always-on media landscape, capturing consumer attention has never been more challenging — or more crucial. As the advertising ecosystem evolves, so must the metrics we use to gauge success. At Do Loco, we believe attention measurement represents the next frontier in media effectiveness. It’s not just about reaching audiences; it’s about engaging them in a meaningful, measurable way.
Why Attention Measurement Matters
Traditionally, media plans have focused on impressions and reach as key performance indicators. But these metrics tell only part of the story. An “opportunity to see” doesn’t guarantee an ad will be viewed, let alone resonate. A research study has shown 85% of advertising today fails to achieve the 2.5 seconds of attention needed for consumers to form even a preliminary takeaway.
Attention is more than a buzzword; it’s a critical driver of advertising’s impact. Studies show a strong relationship between attention and key brand metrics such as awareness, favorability, and purchase intent. For instance, one case study from a major DTC brand revealed that optimizing for attention led to significant lifts in brand favorability (+10.7%) and purchase intent (+6.1%) without increasing budgets. These results underscore the potential for attention-based planning to drive efficiency and effectiveness.
Moving Beyond Traditional Metrics
The current reliance on impressions often fails to account for how fleeting and unsustained attention can dilute campaign outcomes. At Do Loco, we advocate for a paradigm shift: moving from impressions as an opportunity to see to impressions as a verified human view. Attention measurement provides the framework to achieve this.
Key benefits of attention measurement include:
- Enhanced Efficiency: Optimizing media buys based on attention metrics reduces waste and drives more impactful placements.
- Deeper Insights: Attention data provides granular insights into which channels, formats, and creatives resonate most with audiences.
- Actionable Results: By correlating attention with brand lift studies, advertisers can align media strategies with tangible business outcomes.
The Role of Technology and Partners
A growing roster of measurement partners is shaping the attention economy, each with unique methodologies and capabilities. Leaders in this space include Adelaide, Amplified Intelligence, Lumen, and TVision. These partners leverage technologies such as eye-tracking, machine learning, and impression tagging to provide robust, actionable data.
- Adelaide: Pioneering cross-channel attention metrics, Adelaide’s Attention Unit (AU) combines algorithmic modeling with data from TVision, Lumen, and Tobii studies. Their holistic approach spans digital, linear TV, and emerging channels like podcast audio and in-app video.
- Amplified Intelligence: Known for their global attention dataset, Amplified Intelligence excels in active and passive attention measurement, providing insights across platforms and formats.
- Lumen: Using eye-tracking technology, Lumen generates predictive models for digital, OOH, and cinema, offering creative optimization insights.
- TVision: A specialist in TV and CTV, TVision provides second-by-second analysis of attention within households, enabling precise creative evaluations.
While each partner brings distinct advantages, their collective contributions underscore the transformative power of attention measurement.
Attention as a Strategic Imperative
The shift toward attention metrics isn’t just a tactical upgrade; it’s a strategic necessity. Planning for attention forces brands to rethink their approach to media investment, creative development, and audience engagement. It enables advertisers to:
- Prioritize High-Impact Media: Allocate budgets to platforms and placements proven to garner sustained attention.
- Refine Creative Strategies: Identify and amplify creative elements that capture and maintain focus.
- Validate Business Outcomes: Demonstrate a clear link between attention and incremental sales, enhancing accountability and ROI.
Charting the Path Forward
The road to widespread adoption of attention metrics is not without challenges. As attention measurement gains traction, it’s crucial to address industry-wide gaps in standardization and transparency. Additionally, buyers and planners must approach “attention proxies” with caution, ensuring that data integrity is not compromised by substandard methodologies.
At Do Loco, we remain committed to advancing attention as a key metric to optimize campaign performance by championing best practices and fostering collaboration with measurement partners, we aim to help brands navigate this transformative era in media.
The Loco take: THERE IS A PLACE FOR attention metrics
Attention is the currency of the modern advertising landscape. As media consumption habits continue to evolve, brands that prioritize attention measurement will be better positioned to cut through the noise and drive meaningful connections with their audiences. The stakes are high, but the rewards are even higher.
At Do Loco, we’re excited to be at the forefront of this movement, helping brands harness the power of attention to achieve their goals. Together, let’s redefine what success looks like in advertising.