The Metric Shift From Viewability to Attention
Mobile is a distracting environment. People SEE thousands of things but only REMEMBER a handful. Attention matters.
More and more brands are leaning into attention because of its direct correlation to how campaigns perform. If you want your campaign to resonate, grabbing someone's attention - beyond visibility - is critical. The more attentive the consumer, the more impact your ad will have.
So where is attention being grabbed and what does that mean for your next UA campaign?