Capturing attention in the attention deficit economy
This article is part of a series of articles on capturing attention in the attention deficit economy. Read more.
While attention is a hot topic across the advertising industry, there is little practical advice on how to measure attention beyond proxies such as duration or approaches such as EEG monitoring which often require a lab setting. With attention increasingly being used as a core metric to determine marketing investment strategies, it is important that a practical approach to measurement is set out. To achieve this, there are three steps advertisers need...