Attention will become the dominant advertising currency
There are two key reasons 2022 will be the year attention becomes the dominant advertising currency.
Firstly, disruption, from tighter privacy controls to cookie deprecation, is impacting how brands target consumers and measure performance in their digital campaigns. More than ever, brands in 2022 will be looking for other measures they can take to gauge performance in an accurate, privacy-friendly way. Rather than buying inventory blind, adding attention to the media measurement mix can help ensure accountability over spend.
Secondly, brands will continue to want to drive outcomes from spend. Putting it another way, if you’re advertising a new product, the goal isn’t to drive a specific number of impressions, ultimately, it’s to drive an outcome, like a sale. Attention metrics – such as audibility and screen touches, provide powerful new sets of data that are more predictive of an outcome – which brands can use to optimise their campaigns. Likewise, brands can achieve this without tracking consumers or requiring personal information.
The shift in focus to attention metrics, alongside advancements in areas such as contextual targeting, is the natural next step in providing advertisers with better quality inventory and stronger results. Privacy regulations and the deprecation of cookies are undoubtedly accelerating this change. However, the shift to attention as the industry’s new currency isn’t only reactive, but grows out of verification solutions. Advances in verification has continually improved the baseline quality for ads by tackling fraudsters, boosting safety, and providing brands with clarity over their ad performance.