Attention metrics valuable, ‘but not a silver bullet’, says IAB Australia
Too much attention is being placed on ad attention metrics in isolation, according to IAB Australia’s new Ad Attention Measurement Landscape Report.
The report was put together “offering the largest collation of information and perspectives on ad attention measurement available in the Australian marketplace”, seeking to “cut through the hype” to provide a balanced look at the in-use techniques for measuring attention in advertising.
A peak body for low-attention media writes a report saying attention isn’t important in media.
Anonymous commenter selectively reads part of article and makes up their own conclusion that doesn’t match what was written.
Yes, attention is very important … but brand retention is the end-game.