Why Attention is Important to Brand Advertising ?

Brand marketers are turning their focus away from tried-and-tested digital metrics like the click and are making the shift towards metrics like attention.

How did this shift take place? There has been innovation every year- from new ad sizes, functionality, formats, targeting and re-targeting techniques and programmatic buying methodologies. There has been quite a shift from the days the first 468×60 banner ad was placed on a website, thereby urging users to click on it. Therefore, brand advertising has come a long way.

While the innovations have really been game-changing, there has not been much dynamism as far as ad measurements are concerned. Direct response advertisers make full use of “the click” in order to obtain success. However, it is pertinent to note that brand advertisers have never really had a true success metric to call their own. In fact, pin-pointing the right metric for brands has been a difficult problem to solve. read more…

 

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