"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.