‘Attention Is the New Currency for Brand Advertising’ – ‘Entrepreneur’ Blog
Jonah Goodhart says, “Brand marketers are shifting their focus away from traditional digital metrics like the click and toward new metrics such as attention.
How did we get here? Virtually every year there has been some sort of innovation: new ad sizes, formats, functionality, targeting and re-targeting techniques and programmatic buying methodologies. We have seen quite a transformation from the day the first 468×60 banner ad was put on a website and the user was encouraged to click.
While the innovations in general have been tremendous, we have actually seen a surprising lack of innovation around ad measurement. Direct response advertisers use “the click” as a proxy for success, but brand advertisers have never really had a true success metric to call their own, and finding the right metric for brands has actually proven a fairly hard problem to solve“.
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