How brands are responding to decreased consumer attention

In a media landscape often marked by an oversaturation of content, consumers’ attention levels are divided like never before. In response, many advertisers have made ads louder and more intrusive or pursued aggressive retargeting campaigns. However, these efforts are seldom effective. 

A more successful approach is to measure audience focus and attention. While views equate to exposure, attention triggers exploration, and it is in this phase of the audience journey that most decisions are made.

This new guide from Outbrain dives into how advertisers are shifting from viewability to attention and why understanding advertising’s impact on outcomes is essential to campaign success. Download it to learn more about: 

• How attention is helping brands predict outcomes
• Defining and measuring attention
• How attention delivers strong ROAS and proves media’s actual value

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