Herbert Simon, the 1970s Nobel Prize winning economist, coined the term “Attention Economy” saying: “What information consumes is the attention of its recipients. Hence a wealth of information creates a poverty of attention”. Fast forward for today, and this statement could not be more relevant of the media landscape. Yet the fundamentals of how the industry approaches media planning and buying has not evolved. Current value systems still consider all impressions equally, regardless of how much attention they receive. Furthermore, there’s been a proliferation of device-centric metrics that are easily measurable and proxies for ‘attention’, but they do not represent a meaningful exposure.
Over the past three years, dentsu has been leading the industry in building a new media value system fueled by the Attention Economy (AE) with the bold ambition to ultimately change the way we plan and buy media for our clients. In this report we share some ground-breaking insights into real human behaviors coming out of the second phase of research. Whilst, for now, the data is specific to the US and UK, these combined results can be extrapolated and are useful across markets.
Dentsu media, Switzerland, is exploring opportunities around this proprietary new value system to apply, test and fuel it for our clients and partners.
