asiCast 182: Understanding attention across media
Increased financial pressure on advertisers to optimise their media spend in recent years has contributed to the significant growth in interest on attention over this period. In France, CESP and the advertising research organisation IREP decided to set up a working group to look at best practice in measuring attention across media.
In this asiCast our Research Director Richard Marks talks to CESP’s Deputy Managing Director Valérie Morrisson about the work they have been doing ahead of her presentation at this year’s conference in Venice. Is attention a quantative or qualitative factor? Does it further define viewing by tracking eyes on screen or does it rather allow planners to determine how one media option provides a better and more productive level of attention?
The work will progress to consider the development of metrics and the need to recognise different levels or thresholds to attention. Such metrics would need to be standardised to form part of a currency for trading purposes though this would be less important if the measures were to be used for planning purposes.
Valérie Morrisson will be speaking at this year’s asi International Television & Video Conference on 6th-8th November in Venice, Italy.
Valérie Morrisson talks with Richard Marks:
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