Dentsu has launch a new research study measuring attention in Arabic digital advertising for the first time.
Conducted in partnership with Lumen Research, it will measure consumer’s attention spans across various leading platforms to establish the value of attention as a media effectiveness metric, including how best to measure it, value it and apply it in practice for Arabic audiences.
The media agency network will work with research partner Lumen to apply eye tracking methodology to measure the attention paid to and eye tracking patterns of Arabic ads.
The study will observe viewability, eye-tracked attention and communications outcomes for brands. The intention is t
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