As sections of the ad industry pivot away from so-called “proxy metrics”, many are leaning into two different kinds of marketing measurement – actual ad outcomes, and attention tracking.
For upper-funnel brand goals, that second one is important.
In this video interview with Beet.TV, Chrissie Hanson, Global Chief Strategy Officer, OMD, tells The Project-X Institute executive director what it means to leverage “attention” in 2022.
The attention symbiosis
Hanson says it is important that advertisers are respectful of users’ time.
“If we get this right, if we respect human attention and we are understanding the implications of what we can can do with that, I think they go hand in hand,” Hanson says.
“What I think we will see is the crafting of a net-positive attention ecosystem, one in which there is much more responsibility and acknowledgement that you are dealing with people’s most important resource, which is their time.
“When you direct someone’s attention, you are equally directing their intention.”
Laws of attention
“For the quality of the content that you produce, the expectation for the environment in which you are crafting should be one that isn’t wildly distracting.
“Understand what it means to have that right amount of attention:
- “never take too much.
- “never harvest it.
- “never want more of it than is required.
“For consumers to be valued, for them to feel respected, I think there needs to be an understanding of the personal agency that they have (over their data).”
Many premium publishers are trying to pivot the industry away from traditional buying metrics, toward a measurement technique they feel is more their strong suit, attention.
Some are trying to make their own user experience into just such a currency.
Meanwhile, Dentsu, following research, has declared its own attention metric, EACPM.
Questions to ask
How can brands and their agencies embrace the new attention era?
OMD’s Hanson says it starts by understanding the problem. “Then you’ll know how to work with attention as a relevant metric,” she says.
This year, she wants her clients to set themselves up for attention by asking questions like:
- “What’s my baseline?
- “How do I understand how to use it, so that, over time, I can determine, is it my holistic KPI?
- “Do I start to drop other other indicators because this one is giving me greater focus in terms of understanding my consumer, their needs, their priorities?
- “Is it helping me make more positive, more responsible decisions in terms of the amount of time I want from you?
- “How is it helping my creative, my content, my narrative crafting?
You are watching “Advertising Transformation: What’s Next for Converged TV and Video,” a Beet.TV Virtual Leadership Summit presented by Mediaocean. For more videos, please visit this page.