Planning for attention – how to increase the effectiveness of your ad spend

When it comes to digital advertising, marketers need to think beyond simple viewability metrics and consider attention.

“Attention is really, really scarce,” Sebastian Schindler, Global Insight Lead at Inskin Media, told the ad:tech London conference (September 2018). It was already scarce back in 1971 when economist Herbert A. Simon was developing what has since become known as “attention economics” – the notion that human attention is a limited, and valuable, resource.

The amount of available and accessible information has increased exponentially since then thanks to digital channels. And with more information sources competing for our attention, the greater the attention scarcity – which creates more challenges for brands to ensure their campaigns get noticed.

But while...

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