Are you paying for the right kind of attention?
A ground-breaking new attention study reveals the intricate hierarchy and interplay between device, format, domain, creative and brand which can supercharge your business.
Andrew Gilbert, director of commercial and platforms at Yahoo AUSEA, explains the impact this will have for advertisers depending on their business objectives and brand size.
There’s an adage in advertising: high quality media grabs attention, but high-quality content retains it.
That has traditionally been the case when running big brand campaigns on TV, but in a fragmented media market, where eyeballs and ad spend is shifting away from TV into mobile devices and desktop – an omnichannel approach is not only required to win the attention wars, but also convert them into sales.
The attention economy is a term that has been kicking around since the 70s.
Bravo.
Excellent article well researched.