Heineken used attention-based measurement for the first time in a globally tested campaign and saw better-than-expected results.
“Attention Economy”
As it becomes increasingly difficult to maintain people’s attention for even a few seconds, the term “attention economy” has emerged as a popular marketing phrase. New attention-based approaches are being championed by solution providers like Teads, and one of these is the APM metric (average attention per 1,000 impressions in seconds).
The disruption of tried-and-true strategies has prompted the hunt for more nuanced digital metrics.
