Will “Attention” Change How Ads Are Evaluated?—Three Companies, Including KDDI, Explore the Potential of a New Common Metric
Even with the same number of impressions, there can be significant differences in advertising effectiveness—and the factor driving that difference is the “attention” that consumers actually pay to an ad. In this article, based on a roundtable discussion among four companies—KDDI, Pinterest (Pinterest Japan), Dentsu Inc., and DJIB—we explore the potential of leveraging attention and the future of advertising evaluation.
Maiko Yanagida, Mitsuru Gosha, Masashi Hatayama, Steven Ryō
The Challenge of Attention Planning [1/1]
