WARC – the true cost of advertising attention
More attention to ads has got to be a good thing, as increasingly the evidence links it to brand outcomes, but don’t you have to pay more for quality attention?
This analysis looks at how much more attention ads in one media generate than another? Is this extra attention reflected in the price advertisers pay? In a similar fashion to Magnetic’s ‘Pay Attention’ study, analysis by Lumen and Ebiiqity answers the important questions do I have to pay more for quality attention and is it worth it.
This work champions the use of attention metrics as a way to trade, envisaging a future where marketers can save billions on wasted media spend, and a world where the advertising experience of viewers and readers is much improved.
