Beyond the GRP: measuring attention

Video consumption is becoming increasingly fragmented. Reach is no longer synonymous with attention; even if media is being played on a screen, a person is not necessarily in front of the screen or paying any attention to it. Even if we solve for measuring reach of video consistently, reach alone is insufficient for effective media planning and measurement. Given that not all reach is equal, we investigated whether an updated understanding of attention could better inform cross-media investment decisions.

  • Understanding the path from advertising delivery to consumer impact
  • Analysing which attention metrics best correlate with impact ( eye measurement, heart, skin)
  • Translating in lab results to the real environment: Combining ethnography with big data analysis to scale attention measurement at panel or universe level

Location: Main Room Date: 1st December 2020 Time: 5:00 pm - 5:30 pm