Beyond The Blink; Attention is a new currency of Advertising success - spend it wisely!

The world of digital advertising is constantly evolving, with new technologies and metrics emerging all the time - and one of the most important developments in recent years has been the rise of Attention as a KPI for measuring the true impact of advertising campaigns.

Available to advertisers and agencies using curated marketplaces on the Converge Select platform, and in partnership with Lumen Research, Attention is transforming the way that digital media planning is carried out around the world.

So, what actually is Attention? Put simply, Attention goes beyond traditional audit measures such as viewability in capturing levels of actual user focus or engagement with an ad. When an ad captures a user's attention, they are more likely to remember the brand, product, or message being advertised, and so being able to measure this engagement means that advertisers and agencies can now gain a much deeper understanding of the effectiveness of their campaign, and determine whether or not it has been truly successful.

And the importance of Attention now cannot be understated. In today's world, users are constantly bombarded with ads on multiple platforms, and they have become increasingly adept at ignoring them. This means that advertisers must find ways to capture a user's attention in order to be effective.

By measuring attention, advertisers can gain valuable insights into the success levers of a campaign - such as publisher site, suitability of content and context, format performance and creative impact - and determine how users are actually engaging with their ads so as to make changes and optimize their campaigns for maximum impact.

In digital advertising, attention can be/ should be/ is a crucial metric to consider when measuring the effectiveness of a campaign. By understanding how users are engaging with ads, advertisers can utilise this information to adapt and custom-tailor the approach to their ideal target audience.

While there are a variety of metrics used to measure the impact of advertising, it's important to remember that they are all just one piece of a much bigger puzzle. By combining these metrics - such as CTR and ROI - with Attention, advertisers can now gain a more complete picture of their campaign's overall influence.