We're all in hot pursuit of audiences who are paying attention to our ads, and ultimately, of great brand results. In today's fragmented media environment, simply measuring reach & frequency is no longer enough. So we joined forces with IPG Media Lab to explore measures of receptivity and attentiveness, to get to the center of how to reach audiences when they're most receptive and attentive, and to prove that attention matters in digital video advertising. This research shows that context plays a key role in the pursuit of attention, and indicators such as device and location influence the degree of openness and engagement with advertising content.

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