Omnicom's OMD unit and Teads will release results of what they call a pioneering neuroscience study analyzing the new metric, as well as three measurement tools associated with it.
Households with kids also tend to pay greater attention to CTV ads and programming.
Report also offers insights on the effects of ad length and frequency on advertising attention.
The attention offering can be used across a campaign's lifecycle, from planning through reporting.
"Radio shined as the most efficient of the audio formats studied, proving to be 10 times more efficient when compared to the average online video ads measured" by Dentsu Media's proprietary media
A link between sustainable ad practices and positive attention metrics shows that the longer an ad was viewed on a page, the lower the carbon emissions, according to a recent study. Here's why. The
analysis proved a spot in view for 10 seconds produced 64% less carbon emissions than a spot with a 5-second in-view time. The Scope3 carbon emissions model, which calculates the total grams of carbon
dioxide released from digital impression delivery (gCO2e), was the standard measurement used for the study.
LinkedIn is launching a suite of tools including the "CMO Scorecard," "B2B Index" and "B2B Leaderboard" intended to help companies better understand how brand investments are impacting their bottom
More than half of executives in a recent survey by IDC agreed user tracking will soon become obsolete. Yet more than 40% are not familiar with targeting technologies other than advertising
Half of video buyers are using biometric attention metrics. When it comes to defining impressions, there's little consensus.
Hulu's "Stolen Youth" and Netflix's "The Night Agent" were notable for top streaming ratings.
Streaming ads' pod position, audio, length, context and more also impact attention levels, finds in-depth study.