Not all reach is equal, and now is the time to consider quality attention. Magnetic’s latest report looks at why quality attention matters.
Quality attention drives actions
Measuring attention is undeniably a challenge. A single metric is unlikely to fully account for the different types of attention and all the variety of factors that influence it. In our ‘Attention Please’ whitepaper Bournemouth university highlighted five contextual factors that need to be considered when measuring attention.
a) Advertising goals: Purpose of the advertisement (desired outcome, remind, inform, change attitude, build brand etc).
b) Personal goals: Utilitarian or value expressive (and specific nature of those goals).
c) Media moment: how the media is being experienced (escapism, diversion, killing time).
d) Media brand/channel relationship: Consumers’ relationship with particular media brands (pleasure, purpose, trust, relevance, credibility, personal connection, emotion, control, personal choice, loyalty).
e) Advertising relationship: Consumers’ relationship with an advertisement (part of experience, relevance, distracting, annoying etc).