"Not all reach is equal" - how attention elasticity can help inform media planning

Jack Egan, Measurement and Insight, Associate Director at Finecast recently joined a panel of experts at the Future of Media discussing the merits of attention as a metric to help advertisers understand how “not all reach is equal".

Key takeaways from the panel discussion:

• The media platform that you’re running ads on is a really big driver of the level of attention you’re going to gain
• Certain channels have broader or narrower levels of ‘attention elasticity’
• Attention is not always the same. Considerations to passive and active attention is important

Read the full article here.