Brand performance is reliant upon better decisioning with a clear path to results at the cash register. Attention management in advertising is about moving away from potentials and probabilities, and instead moving closer toward real and definitive outcomes. On one hand, there are proxy measures that help optimize to better attention outcomes. On the other hand, there is the measurement of actual human attention. Both are important and various techniques should work in concert to drive brand performance. Attention management is becoming a foundation of advertising. Marketing and advertising leaders who get ahead of it will experience performance gains in the near term, and significant competitive advantage over the long term. To manage to attention outcomes is to advertise responsibly.

Learning Objectives:
– Attention is the currency of the digital economy
– Interaction metrics are a double-edged sword or not all CPMs are created equal
– CMO mandate: prioritize attention and embed into brand strategy

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