AWNY 2021: Consumer Attention – A Sacred Commodity

The most valuable marketing resource to date is consumer attention. It’s estimated that U.S. consumers (on average) are exposed to 4,000 to 10,000 advertising messages a day. Media’s digitalization has accelerated the fragmentation of consumers’ attention, resulting in time spent with an advertisement to be a truly sacred commodity.

We can’t change this acceleration, and that’s ok – that’s progress. What is not ok is that the current trading currency doesn’t account for changing consumer attention rates. Resulting in current device-based measures not accounting for the fragmentation of consumers’ attention, which leads to brands paying for ad viewability that is not an accurate measure of time spent with an ad.

To measure an ad’s attention effectiveness, OMD partners with the analytics firm Amplified Intelligence, in proprietary global research to measure consumers’ attention rates and how they differ across categories and verticals. In this session at Advertising Week New York, join Christina Hanson, OMD Worldwide’s Chief Strategy Officer, and Dr. Karen Nelson-Field, Founder and CEO of Amplified Intelligence, in understanding why attention-based metrics are critical to successful media strategies.

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