Currently, digital measurement vendors track cursor or eye movement to measure attention.
This piece argues that for a long-term solution of cross-media attention measurement, a metric is needed that is reflective of the multisensory nature of sight, sound and motion of the audience. This prompts collaboration in the way of media owners and measurement providers both investing in technology and system updates.
Measuring attention can help understand the value of media and it can bridge the gap across channels. The author notes that innovating for attention will require a collaboration between brands, agency partners, measurement providers and media owners.
Additionally, dialogue, research and strategic partnerships can help address the disconnect between TV and digital attention measurement. It would further improve how attention is defined, measured and operationalised within media planning and buying.
[4 minute read]