Optimal Attention
Exploring the relationship between brand outcomes and Attention Time
Optimal Attention is the leading metric to determine the role of visual attention in delivering brand outcomes with digital advertising.
Building on the proprietary Attention Time metric – the length of time, in seconds, that an ad is directly looked at - the Optimal Attention framework helps advertisers understand the amount of Attention Time required to deliver increases in brand outcomes and measure their media delivery against this goal in real time.
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Unlock the full potential of brand outcomes.
Optimal Attention is different for each brand outcome.
Whilst attention plays an integral role in moving consumers towards a purchase, the different stages of the funnel are not equal in their demands. Brands must acknowledge that the attention required to drive upper funnel metrics will generally differ from that which is required to drive lower funnel metrics.
Creatives is key to achieving your KPIs.
The platform in which an ad is placed determines the manner in which consumers engage with an ad, it is the creative that is the main driver of outcomes. Brands should be aware that their ability to drive changes in consumer behaviour is directly related to how well their creative delivers their message.
