Why attention is the metric missing from your marketing campaigns

It was such a pleasure to participate in this webinar with such an amazing group of women. Hosted by Campaign, in association with Taboola, “How to navigate the attention economy” was an incredibly insightful discussion with fellow speakers Stacey Delaney (Country Manager UK, Taboola), Jo Arden (Chief Strategy Officer, Publicis), Marisa Thomas (Head of Marketing, Everpress) and Susanne Bidlake (Commercial Editor, Campaign).

Top takeouts, as summarised by Stacey, were:

1. There is high competition for attention, but it’s also a great opportunity: brands that target consumers in the right mindset with relevant messages can capture attention and engage audiences.

2. We must look past the data at the people behind the numbers: metrics like viewability and CTR may deceive us into thinking a campaign is going well, but may not tell us how many people actually noticed the ad, how they responded to it and how relevant the audience really was.

3. There is a critical balance between empathising with the consumer and not taking advantage of the situation: considering consumer mindset when they see your ad and the usefulness of your message in the moment can make the difference.

4. Measuring attention at scale is a challenge: brands, agencies and platforms must work together to develop better strategies for assessing campaign success.

You can watch the webinar in full by logging in to your Campaign Insight account here: https://insight.campaignlive.co.uk/how-to-navigate-the-attention-economy

Watch the webinar in full on Campaign Insight