The WARC Guide to Planning for Attention

Provides new thinking and best practice on Planning for Attention, from the WARC Guide.
  • In the Attention Economy measuring a ‘probability’ of being seen is not enough – advertisers need, and deserve, much more quantifiable certainty.
  • There is a growing body of research that shows that attention metrics are a better predictor of actual sales outcomes than viewability alone – visual attention measures implicit (and explicit) processing and research has shown it is linked to incremental sales using STAS (Short Term Advertising Strength).
  • Attention data can be fused with other data for deeper and more balanced analysis....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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