The measurement of advertising effectiveness is an important tool in every marketer’s kit.

Brands and agencies consider the quality of audience engagement of equal importance to the quantity reached. 

In an over-stimulated world, we need to be asking whether a brand’s ad is simply playing into thin air or whether consumers are genuinely paying attention to it.

New technology – including advanced eye-tracking – can now more accurately measure the attention of audiences to ads. 

Overlaying an attention lens to reach and frequency will help to uncover which media platforms, content and creative best capture the attention of audiences and therefore stick in their memory longer. 

It’s time to explore paying for attention in addition to buying an opportunity-to-see.