As sections of the ad industry pivot away from so-called “proxy metrics”, many are leaning into two different kinds of marketing measurement – actual ad outcomes, and attention tracking.
For upper-funnel brand goals, that second one is important.
In this video interview with Beet.TV, Chrissie Hanson, Global Chief Strategy Officer, OMD, tells The Project-X Institute executive director what it means to leverage “attention” in 2022.
The attention symbiosis
Hanson says it is important that advertisers are respectful of users’ time.
“If we get this right, if we respect human attention and we are understanding the implications of what we can can do with that, I think they go hand in hand,” Hanson says.
“What I think we will see is the crafting of a net-positive attention ecosystem, one in which there is much more responsibility and acknowledgement that you are dealing with people’s most important resource, which is their time.
“When you direct someone’s…
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