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The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.

Using attention to scale creative excellence at Mars

Article • Sorin Patilinet, WARC Exclusive, June 2020

In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.

Moving measurement to the eye of the beholder

Article • Robert Wegenek, WARC Exclusive, June 2020

Considers some of the potential impacts as we head towards an addressable world.

Paying attention to quality: Investing in the best corners of the internet

Article • Jerry Daykin, WARC Exclusive, June 2020

In recent years questions around the digital media supply chain have been widely discussed in the marketing industry and exactly how brands have reacted has varied considerably.

The value of attention

Article • Andrew Green and Nicholas Watson, WARC Exclusive, June 2020

Audience measurement data report on ‘opportunities’ to see or hear advertising messages – these opportunities are defined in different ways depending on the medium.

The attention economy

Article • Joe Marchese , WARC Exclusive, June 2020

The advertising ecosystem is broken and needs to be fixed.

Attention should be the new table stakes when it comes to media measurement

Article • Jonathan Waite , WARC Exclusive, June 2020

The current impression measurement system is confused and needs challenge and disruption.

Defining the added value of attention measurement

Article • Professor Karen Nelson-Field, WARC Exclusive, June 2020

At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.

Using Attention Metrics to regulate the media marketplace

Article • Marc Guldimann and Karl Sjulsen, WARC Exclusive, June 2020

Looks at how it is possible to capture detailed attention metrics using the underpinnings of viewability.

The power of audio in the attention economy

Opinion • Cari Kesten, June 2020

The hunt for attention It seems our days are getting longer and our attention spans are getting shorter. With a constant flow of emails, texts, and social media, and an equally demanding deluge of offerings from traditional media, it’s rare to see content that breaks through the clutter and captures our attention. In the midst of this cacophony, we’re continuously flooded with messages from brands vying to be seen and heard. One estimate states Americans are exposed to 4,000 and 10,000 ads per day . Attention has become a precious resource in high demand. And although marketers have started to focus

The Attention economy is here: how measuring attention to ads can bring fairness and transparency to media trading

Opinion • Professor Karen Nelson-Field, June 2020

Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers. But change is coming and it is good. We are moving from conversations at Cannes to action and applicability. Currencies are starting to form, the nature of measurement is becoming more advanced and capital investment is starting to flow. The study of attention is a growing field.

Why custom outcome metrics are now critical for advertisers

Opinion • Paul Rowlinson, June 2020

With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.

Co-op: Optimised for attention

Article • Caroline Beesley , WARC Exclusive, June 2020

Looks at Co-op's approach of testing new innovations to better understand consumer attention.