The Value of Attention Buyer's Guide has been designed by IAB New Zealand's Video & Attention Working Group to provide the tools to properly evaluate attention metrics and apply them across video buying and effectiveness. With so many vendors and the diversity of information in the market, this guide aims to simplify and interpret the current Attention environment.
In 2022 the IAB New Zealand Digital Effectiveness Council published a whitepaper, ‘A Screens-First Approach’, highlighting the importance of video-neutral planning. The key theme of this whitepaper was to focus on audience media consumption and diversify AV planning to ensure sufficient coverage. The whitepaper briefly touched on a concept, not all screens are equal. The Value of Attention Buyer’s Guide 2023 provides greater insight into this statement, focussing on the attention economy and why planning to attention will drive effectiveness.
The Value of Attention Buyer’s Guide 2023 has been designed to provide the tools to properly evaluate attention metrics and apply them across media planning and activation, with a focus on video inventory.
The document will be beneficial for advertisers, agencies, and publishers to better understand the concepts of the attention economy and how to apply these principals for both planning, activation, and measurement.
The guide provides a ‘Crawl, Walk, Run’ framework to utilise when including attention methodology in campaign activation. It provides context on the various methodologies and includes the pros and cons of each.
The Appendix of the document includes a brief synopsis of the various tech partners in the market who can support brands and agencies on their attention journey, enabling them to make their own decisions on how to further proceed.
While not strictly a new concept, attention is becoming increasingly more topical in the media landscape as research and advances in technology have made it possible for advertisers to plan, measure and optimise toward attention.
The IAB New Zealand would like to thank all media vendors and tech platforms who contributed to this document.
If you are an IAB New Zealand Member you can download the Value of Attention Buyer’s Guide here
For further information or to become an IAB New Zealand Member, please get in touch.