Key Learnings

• Results so far indicate that Attention can be a powerful tool for optimizing for quality reach.
• Attention levels vary by network, dayparts, programs and position in break.
• Attention varies greatly by platform, placements and formats.
• Brands should focus investment where higher levels of attention are likely to be achieved.

Q&A

The following transcript has been edited for clarity

Emily Weishaupt: It’s difficult, especially considering the new formats and the layer of targeting challenges. We recognize that creative needs to be better; it needs to do the heavy lifting. Now, digital platforms are now very algorithm generated. The algorithms are helping to pick the creative. And when your creative’s better, it only makes your media spend more efficient.

Guidance for others looking to make organizational change and getting buy-in for new (attention metrics)

Phil Jackson: Ideally you have a strong leader who is an advocate. But you need to prepare for a massive amount of change management. Acknowledge that you may have told them they should do different recently, but discuss the pace of change in digital marketing and that there is something new that you need to onboard.

Emily Weishaupt: If we just assume that one second of attention is table stakes and you can’t do much to increase attention given the environment, what is your job to be done in 1 second and that’s how we’ll measurement success. So just make sure the brand and key message is in one second. Assume sound off, extremely tiny on a mobile device and are scrolling quickly. We ask our creative teams to review in environment before delivering. We’re trying to optimize the asset per the metrics.