Capturing attention is essential in any context where a message needs to get through. Many factors influence attention — including who delivers the message, what the message is, and how it is communicated. In digital advertising, an equally complex question is how to prove attention and, in turn, use it to enhance campaign effectiveness, optimization, and planning.
According to WARC’s latest Guide to Attention report, attention in advertising is a combination of the time and focus an audience gives to content. The report describes attention as a flexible concept, varying in duration, intensity, and mode of content consumption. Therefore, WARC concludes that advertisers should not wait for a universal measurement standard but instead start measuring and optimizing attention immediately — even though sceptics point out challenges such as the lack of a clear definition, inconsistent methodologies, and varying interpretations.
Key Takeaways from WARC’s Guide to Attention
- Attention is not simply “on” or “off.” It is a multidimensional concept that exists on different levels.
- Attention manifests differently across platforms, devices, and brands.
- Use multiple measurement methods. Every measurement tool has its own strengths and weaknesses.
- Ensure cost efficiency in attention optimization.
- AI supports the adoption of attention measurement by bringing scalability and speed.
- Accept the learning curve. Building attention into campaign effectiveness requires balancing multiple factors. WARC recommends following the “crawl, walk, run” method — progressing from basic implementation to scaled, reliable measurement through continuous monitoring.
Combining attention metrics with advertising results, media planning, buying, and optimization could transform digital advertising and provide answers to how advertising actually influences consumers. The use of attention data also enhances creative quality and media inventory value. With the help of AI, scalable attention data can reveal which creative elements drive advertising performance.
From the media perspective, evaluating ad placements through attention metrics can shift focus from CPMs to inventory quality. Programmatic buying adds scalability, enabling advertisers to prioritize placements based on attention data.
At Alma, we offer high-attention advertising solutions and continuously develop our ad inventory’s effectiveness through attention metrics. A key example is the upcoming Alma Attention Score, which we launched in autumn 2025 as part of our programmatic deals. The Alma Attention Score provides a single, clear indicator of audience attention and advertising impact.
Contact Alma’s programmatic advertising team to learn more about attention metrics and measurement: programmatic@almamedia.fi
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