How Brands Can Earn Attention
September 30, 20244 min
Attention matters. Marketing doesn’t work unless and until consumers pay attention. As the Advertising Research Foundation summed it up, attention is the “crucial bridge” between ad delivery and ad impact. How attention works and how to measure it are front and center nowadays, with big initiatives by trade groups like the ARF, WARC, IPA, MRC, IAB and, unsurprisingly, The Attention Council, and by practitioners such as Kantar, Dentsu, Infillion, Microsoft, GroupM and Google, among others.
