Attention Measurement in the Real World
Scott McDonald
The Advertising Research Foundation (ARF)
- Part 1 Attention Measurement in the Real World
- Part 2Don’t sleep on retail media networks
Show Notes
-
00:04Attention measurement in marketing with ARF CEO Scott McDonald.Discusses attention measurement in the real world.
-
04:37Attention measurement in marketing, with a focus on the limitations of traditional methods and the growing importance of eye tracking and other physiological measures.Historically, understanding attention was through exposure, recall, and surveys; now, eye tracking and other physiological measures are being adopted in real-world applications.
-
09:05Attention measurement methods, inconsistent results, and the need for a consistent methodology.The ARF data science team analyzed how different methods of attention measurement aligned with companies' perceptions of ad success
-
12:32Attention in advertising, importance of creative and brand association.Emphasizes the importance of both art and science in marketing, citing trial and error as a key aspect of the field.
Quotes
-
"It certainly has become fashionable, I would say, and an expanding area of practice to try to measure attention in the real world, the tools themselves have become more accessible." - Scott McDonald
-
"Our definitions of attention have tended more to follow the available tools; and I think that's true right now as well." - Scott McDonald
-
"For a long time, as long as people have been trying to study attention in the context of advertising, it's not at all clear that attention is anything more than a threshold variable." - Scott McDonald
-
“The creative still needs to be enjoyable, so humor still is important in many ads.” - Scott McDonald
- Part 1 Attention Measurement in the Real World
- Part 2Don’t sleep on retail media networks
Up Next:
-
Part 1Attention Measurement in the Real World
CEO and President of The Advertising Research Foundation (ARF), Scott McDonald, discusses attention measurement in the real world. The conversation revolved around the evolution of attention measurement in marketing, with a focus on the importance of using science-based approaches. Scott emphasized the need for a combination of art and science, and highlighted the limitations of viewability metrics. He also discussed the challenges of measuring attention, including the need for a consistent methodology and data source, and the importance of differentiating attention from emotion measurement. This episode concludes with Scott stressing the importance of understanding attention as a threshold variable that needs to be met for an ad to be effective.
-
Part 2Don’t sleep on retail media networks
CEO and President of The Advertising Research Foundation (ARF), Scott McDonald, discusses the reasons marketers should not sleep on retail media networks. The growing influence of retail media networks on marketing strategies is the basis of today’s episode. Scott highlights their potential for short-term gains, emphasizing the value of first-party data relationships in targeting specific audiences more effectively.
Play Podcast
