Beet.tv interviews Finecast CEO, Nicola Lewis about emerging attention research and why it's important for brands

Earlier this year, Finecast, GroupM’s addressable TV division, published research to better explain attention, which many companies are now aiming to monitor and package up as both a currency and a media measurement metric.

Nicola Lewis, Global CEO, Finecast, says the research uncovered two kinds of attention – active and passive.

“Obviously, you want active attention as a brand because it really means that that consumer’s leaning…,” she says.

“OTT (TV) performs about 20% better than linear TV in terms of active attention.”

Watch the full interview here.