“The true value of attention (which, in its broadest sense, can be defined as the selectivity of cognitive processing) as a KPI for advertising is often underestimated because we as an industry, ironically, don’t pay sufficient attention to its underlying potential.”

In a recent article published on Mediatel, Inskin’s Global Insight Lead, Sebastian Schindler, explains why attention is a metric that we should be focusing on. From the concept of attention and its relevance to advertising, through to the application and development of attention as a KPI, Sebastian gives a compelling case for a more prominent place for attention in advertising.

To read what he had to say, click below.

We have completed numerous studies on relevant industry topics, such as viewability, brand safety and visual engagement. See the findings from our research projects here.