Episode 41
What's Up with Attention?
Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention.
This week, Elena, Angela, and Rob discuss the rise and relevance of attention metrics in advertising. From how attention goes beyond visibility to the many ways attention is measured, our hosts are exploring the benefits, challenges, and practical applications of attention metrics. They even share their own experience using eye-tracking for TV commercials and how attention impacts performance.
Topics Covered
• [01:00] New attention metrics go beyond viewability and impressions
• [03:30] The problem with attention metrics
• [07:00] Byron Sharp’s perspective on attention
• [08:30] How 3M developed eye-tracking technology
• [13:00] How attention metrics inform TV performance
• [15:00] How viewing context and lack of standards make attention challenging for marketers
Resources:
2023 MarketingBrew Article
2023 MediaPost Article
2022 The Media Leader Article
Today's Hosts
![Elena Hengel image](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
VP of Marketing
![Rob DeMars image](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Product Architect
![Angela Voss image](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
Episode 41
What's Up with Attention?
Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention.
![What's Up with Attention? What's Up with Attention?](/images/podcast-TMA-coverart.png)
This week, Elena, Angela, and Rob discuss the rise and relevance of attention metrics in advertising. From how attention goes beyond visibility to the many ways attention is measured, our hosts are exploring the benefits, challenges, and practical applications of attention metrics. They even share their own experience using eye-tracking for TV commercials and how attention impacts performance.
Topics Covered
• [01:00] New attention metrics go beyond viewability and impressions
• [03:30] The problem with attention metrics
• [07:00] Byron Sharp’s perspective on attention
• [08:30] How 3M developed eye-tracking technology
• [13:00] How attention metrics inform TV performance
• [15:00] How viewing context and lack of standards make attention challenging for marketers
Resources:
2023 MarketingBrew Article
2023 MediaPost Article
2022 The Media Leader Article
Today's Hosts
![](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
VP of Marketing
![](/images/PodcastHost-RobDemars.png)
Rob DeMars
Chief Product Architect
![](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
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