RESEARCH: The Attention Payoff

All eyes are on attention. Although it’s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified — so how can marketers best measure and optimize their campaigns for higher attention?

IAS partnered with YouGov to assess the current state, perceptions, and future outlook of attention measurement and optimization in digital media. In this study, we surveyed U.S. digital media experts from both the buy- and sell-side to reveal the most important KPIs tracked by attention users and shed light on the business results and success rates attributed to attention strategies.

Here’s what we discovered:

• 83% of media experts think it’s important for their company to have an attention strategy
• 79% of media experts report substantial improvement in revenue opportunity since implementing an attention strategy
• 78% of attention measurement users are prepared to evolve to optimization in the next 12 months

Download the research, The Attention Payoff, to uncover the current state of attention and understand how your brand can be measuring and optimizing it to reach superior results.