The Challenge of Attention  [REPORT]

Attention is important, so how do we measure it?

For more than ten years now, the sheer scale and volume of media available to advertisers has been proliferating. Digital technologies and platforms mean that consumer choice about how, where, and when they consume media content has exploded and so fragmented. It is no longer possible to reach mass audiences at scale simply by running a TV ad campaign. As a result, many now characterise modern marketing as an attention economy, a multimedia competition for consumer eyeballs.

Ebiquity in partnership with Lumen Research and TVision published a new research report, The Challenge of Attention, on how to include meaningful measures of attention in advertising effectiveness models.

To download report, CLICK HERE.