The Attention Era, Decoded: What Marketers Need to Do Now
For years, impressions and clicks defined digital success. But those metrics don’t measure what matters most: attention.
With the IAB and MRC, two governing bodies driving digital advertising standards, pushing new attention guidelines into the spotlight, brands can no longer afford to ignore the shift. This isn’t a passing buzzword—it’s the beginning of an attention economy where quality, not just quantity, wins.
👀 Why Attention Matters
🚨 Clicks are cheap; real attention is rare.
🧐 Research correlates time in view/engagement depth with stronger brand lift and conversion.
🕳️ If your media strategy optimizes only for reach, you’re missing the more valuable currency: attention.
📊 What’s Changing
🫵 Viewability → Attention
➡️ Beyond “was it on screen?” to “did anyone notice?”
🧭 Standardization in Motion
➡️ The IAB/MRC guidelines aim to define baseline metrics for attention
✅ Time in view, interaction, screen size, audio, and more.
⚔️ Cross-Platform Comparisons
➡️ Publishers, CTV, and social platforms will need to align on attention signals, not just their own vanity metrics.
🛠️ How to Respond Now
1️⃣ Audit Creative Placement
👁️ Optimize for placements where eyes naturally linger (not just cheap impressions).
2️⃣ Build Creative for Attention
⏱️ Bold openers, story arcs, and branding in the first seconds.
3️⃣ Test Attention Metrics
🎬 Start with platforms already reporting time-in-view, scroll depth, or interaction rates.
4️⃣ Educate Stakeholders
👩🏫 Prep your team and clients to measure success differently than CTRs.
5️⃣ Balance Short + Long
⚖️ Attention isn’t only about brevity—sometimes, longform with high engagement trumps quick hits.
👉 Check out our earlier blog about the value of long-form content!
