• by Wayne Friedman , Staff Writer, May 3, 2023

Some people say “viewability” used to be the best way to determine the effectiveness of video advertising. Others say "eye-tracking technology" is a key piece of the puzzle. 

Overall “attention” gets the nod -- and is perhaps a better term for some than “engagement.” In other words, did those pixels and sounds that came from a screen or device make you do something that relates to the intended goal of that piece of video content?

One ad agency, Reprise Digital, says attention metrics help ensure that ads are in the top 10% to 15% of engagement and can be used for planning, optimization, and measurement. 

So if you are gazing into space or thinking about why your girlfriend left you, or what your mother might want for Mother's Day, or that you need some pretzels to tide you over for dinner -- does it matter if your eyes and ears just took in a new Ford F-150 truck ad?

Add more complications?

If the writers' strike lasts any significant length of time like the last one did during the 2007-2008 TV season -- nearly four months -- one might wonder if the attention, engagement and response numbers will sink.

Lots more cheap unscripted content coming your way? Sure.

But we know consumers will go to whatever content works for them. Will brands follow overall “attention” numbers wherever it leads them? You bet.

With daily media usage at an all-time high, who benefits from what disruption will come to TV networks -- as well as their associated streaming platforms -- should the writer’s strike last through the end of the year -- with a possible recession complicating matters?

One unique estimate said that the last strike cost the economy of Los Angeles an estimated $2.1 billion.

Other fallout this time? Viewers and TV executives may not want to look.