Planning for Attention
This article is part of a series of articles from the WARC Guide to Planning for Attention. Read more.
The concept of measuring audience attention goes hand in hand with addressable media. But, while we head towards an addressable world, let us pause and consider some of the potential impacts. How might the ability to measure audience attention impact current media buying and planning models? And how might it affect media and creative agencies and media owners?
Conventional wisdom since the start of the age of the media independent has been that the performance of...