Atlas Shrugs: ARF To Release One Mapping 'Attention' Suppliers
- by Joe Mandese @mp_joemandese, March 21, 2023
The Advertising Research Foundation (ARF) this morning announced it has begun “mapping the landscape” of the burgeoning advertising and media “attention measurement” marketplace.
The project -- which falls under the umbrella of the ARF’s ongoing “Attention Validation Initiative” -- will culminate in an “attention atlas” that the ARF …
having been in on the ARF conference calls on the 'new media model' i am fearful that the old school assumption that attention is the property and outcome of the creative will be reinforced. the implication of the work I have been involved with is that an indiidual's propensity to pay attention is more a reflection of their interest in that brand and proximity to shopping. i hope the ARF verifies if each provider uses a 'propensiy to pay attention' factor in their model or this will perpetuate a mis-understanding of attenion.