In a day and age, where the needle on measurement is moving from mere ad impressions to impact, the findings of an in-depth research on ‘the currency of attention’ has revealed several insights that challenge conventional wisdom on advertising measurement.
Measuring and evaluating attention across five social, video and contextual platforms in Arabic, the report titled ‘Unlocking the Currency of Attention KSA’ , taking into account the feedback of advertisers – across diverse verticals including FMCG, e-commerce, automotive and financial services – was conducted by dentsu MENA in partnership with Lumen Research, Teads and Snapchat,
The comprehensive study aimed to bridge the gap between traditional measurement metrics and actual human be
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
Tags:active attentionad impressionsad planningad viewingad viewsadvertisersAdvertisingadvertising campaignsAttentionattention researchBrandbrand cuesConsumer behaviourcontextual platformscreativecreative effectivenesscreative impactcreativityDentsuDentsu MENAexposureHuman behaviourimpactLumen ResearchmeasurementMike FollettRamzy AbouchacraSaadeddine NahasSaudi ArabiaSaudi focusSaudiFocusSnapSnapchatSocialTeadstraditional measurement metricsvideoviewableviewable time
