How Is Attention Measured?
So it is great that the industry is optimistic about attention measurement, but some of you might be wondering how it works!
Marc Guldimann of New York based Adelaide recently shared an infographic that includes useful insight into how attention can be measured by third parties, in typically one of two ways:
Direct Measurement (via Eye Tracking)
Predictive Measurement.
There are other proxy methods, but these are thought of as being less robust, here’s that infographic in full:
As specialists in attention based media buying we often get asked which of the two main methods is better?
The truth is it depends. Impact media partner Lumen offers both types of measurement, Direct Measurement (via Eye Tracking) is great for publishers looking for a deep understanding of their websites or big budget advertisers that want to test A/B test creative. Predictive measurement is perfect for running and optimizing campaigns when they are in flight.
Market leading firms including Lumen often use Direct Measurement to perfectly tune their predictive measurement so you can be confident the results are accurate.
We’d love to chat about this further, so feel free to reach out.
