Here are five reasons why Mr. Edwards said marketers should scrutinize their attention data to a higher degree:
- Different channels have different attention challenges. For example, instant attention levels are usually higher on mobile channels, whereas focused attention and memory impact levels are usually higher on a desktop, the piece said.
- People’s attention levels vary during different times of the day.
- Attention benchmarks vary across markets, Mr. Edwards said
- Measuring initial visual attention doesn’t account for whether it progresses to continued engagement.
- Media selection and ad format are essential variables for gaining higher attention levels. Ads should be bought in more dynamic formats and from a wider variety of sites. Additionally, ad formats and media-specific placements should vary so web visitors stay curious.
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