TITLE: President – Media Practice, dentsu MENA
YEARS IN THE ROLE: 6 years
YEARS IN THE INDUSTRY: 25+ years
YEARS IN THE MIDDLE EAST REGION: 25+ years
POWER ESSAY: THE NEW GOLD RUSH – WHY ATTENTION IS THE CURRENCY OF TODAY
In today’s fast-paced world, where endless distractions compete for our focus, attention has become the most valuable currency in advertising. Picture yourself as a street performer in a crowded square. At first, you’re thrilled by the sheer volume of people passing by, but most simply glance your way without stopping. Then, you do something remarkable, and a few pause, engage, and maybe even toss a coin or record your performance.
Suddenly, those few attentive people matter far more than the many who barely noticed. This is what attentive reach in media is all about – not how many see your ad, but how many engage and remember it. Their attention holds far more value.
The advertising industry is undergoing a seismic shift, evolving beyond traditional metrics like impressions and reach. For too long, the focus has been on how many eyes see an ad, but this approach only scratches the surface. What’s truly driving value today is engagement – how much real attention an ad captures. The MENA region, an emerging market ripe for innovation, is perfectly positioned to embrace this shift. In a world brimming with content, attention has become the new king. Success is no longer about being seen; it’s about being remembered.
Gone are the days when simply reaching a large number of people was enough. Now, brands must dive deeper into how consumers engage with their messages. In this evolving landscape, attention becomes the metric that truly matters. Advertisers can no longer afford to chase visibility alone; they need to focus on the depth of engagement, transforming impressions into meaningful interactions.
The principle is simple: Not all views are created equal. Traditional viewability metrics can tell you whether an ad was displayed on a screen, but they can’t tell you if it was actually watched. Attention metrics dig deeper, revealing how engaged the audience truly was. It’s not just about seeing; it’s about experiencing.
As automation and data-driven solutions dominate media buying, creativity, empathy, and emotional resonance remain essential in capturing attention. The human element – the ability to tell compelling stories that stir emotions – is critical to making a lasting impact. In a fragmented media environment, where attention is scattered across numerous platforms and devices, understanding these nuances can elevate your marketing strategy from ordinary to unforgettable.
This shift from reach to attention isn’t just theory – it works. At Dentsu, we recently applied this attention-driven model for a major client in MENA, and the results were remarkable. By focusing on attention metrics in both the pre-planning phase and post-campaign evaluation, we were able to generate deeper engagement and more meaningful impact. The results weren’t just internal success stories. They were validated by third-party evaluations, proving that focusing on attention delivers tangible value.
Of course, shifting to an attention-based model is no easy feat. Attention is fragmented, measured differently across platforms and brands, and we are still in the early stages of refining these tools. While they haven’t been perfected, they are opening the door to vital new conversations. The key question is whether these innovations are bringing us closer to an industry standard for attention-based metrics – a metric that holds far greater value than mere impressions. Though the answers aren’t fully in place, this shift is crucial in evolving how we measure and understand attention.
Here’s the exciting part: Dentsu is about to unveil the groundbreaking results from an Arabic attention research study, marking a monumental step forward for the region. This study is focused on defining attention metrics specifically for the Arabic-speaking audience, taking into account their unique media habits and cultural contexts. It’s a tailored approach that promises more effective planning and results in a region primed for transformation.
This is a pivotal moment. The time has come to move beyond the traditional obsession with impressions and start focusing on what truly matters: capturing and maintaining attention. The industry must unite around a common framework for attention metrics to standardise this approach. Every advancement in measuring attention is pushing the boundaries of what’s possible. By prioritising quality over quantity, we can revolutionise the way brands connect with their audiences and unlock new avenues for growth.
Ultimately, the future of advertising isn’t about reaching the most people; it’s about making every impression count. Just like a remarkable meal leaves a lasting memory, our ads should leave a meaningful mark on the minds of consumers. By embracing attention as the new currency, we can ensure that every campaign resonates deeply, driving both engagement and impact.
CAREER HIGHLIGHT
Over the past year, we’ve made significant strides in positioning ourselves as leaders in data-driven, people based marketing by launching an industry-first attention economy survey and embedding it into Merkury, our planning tool to optimise media strategies with precision. Additionally, we successfully launched our advanced identity solution within Merkury, which has empowered us to leverage first-party data, enabling more personalised and privacy-safe marketing. Our focus on automation has streamlined processes, boosting operational efficiency and delivering enhanced outcomes for our clients.
RAPID FIRE
Focus for the next 12 months?
Scale the integration of attention metrics into all planning tools. Further expand Merkury’s identity capabilities for personalised marketing.
Buzzword we need to kill?
Seamless integration – more of an oxymoron.
Marketing needs to prioritise?
Audience and attention.
Marketing needs to change?
Doing things out of legacy.
Top lesson learnt in 2024?
Transformation is relative
What worries you the most?
Short-termism.
Biggest blessing in your life?
Two healthy boys.
Value/principle that matters the most?
Do what’s right.
Next travel destination?
A long list.
What is your pet peeve?
Bureaucracy.
Who do you look up to?
Too many people to count.
Favourite restaurant in the Middle East?
The Maine.
What are you reading?
The news – I should stop.
Favourite hobby?
Currently: off-roading.
Top tip?
Stay curious.
