The Interactive Advertising Bureau (IAB) of Australia has warned that ad attention measurement does not identify whether audiences ultimately retained the message.
IAB’s new report has noted that while some correlation exists between greater ad attention and business outcomes, the metric cannot be treated as an industry standard. Although the metric helps understand advertising impact, the IAB has advised businesses that ad attention measurement battles with inconsistency and lack of maturity in how it is understood and used.
For instance, although 44% of the respondents in IAB’s survey rated ad attention measurement as an essential tool to assess digital advertising effectiveness, only 13% used the attention metric across the activity. About 82% of ad agencies intend to measure ad attention of campaigns over the next year, and 55% claim to know a fair amount about the concept.
But only 23% of all the respondents claim to know about ad attention very well. About 30% of the respondents claimed to know little about ad attention measurement, and 34% claimed to know a reasonable amount.
[4 minute read]
