The WARC Guide
Our quarterly report series covering marketing’s most pressing issues.
The WARC Guide to attetnion
The full deep-dive deck is exclusively available to WARC subscribers only.
This WARC Guide provides a summary of new thinking and best practice on attention, addressing:
- What attention is and why it matters
- How attention data is collected
- How attention affects media strategy
- The use cases for attention in creative
- The future of attention: From currency to carbon emissions
Contributing articles
Restoring ad effectiveness with a framework for attentive reach
Author Dr Karen Nelson-Field
Company Amplified Intelligence
Meaningful, but not enough, progress: The state of attention in 2024
Author Jon Waite
Company Havas
We’ve got your attention. Now what?
Author Ian Forrester
Company DAIVID
Looking at attention through the process, from planning to outcomes
Author Mike Follett
Company Lumen
The media cost/quality disconnect — and how to use attention to get the most bang for your buc
Authors Marc Guldimann and Karl Sjulsen
Company Adelaide
Phase two of the ARF’s Attention Measurement Validation Initiative uncovers the discipline’s nuance
Authors Tracy Adams and Paul Donato
Company Advertising Research Foundation
Looking beyond video attention at connected pack media
Authors Paul Simonet and Zhao Zhang
Company Experience Is Everything
Is optimising media for attention worth it?
Authors Laurie Sommer and Stefanie Hartstern
Company Mars Horizon and EssenceMediacom
MFA sites under deliver on attention and over deliver on carbon emissions
Author Dr Shannon Bosshard
Company Playground xyz
How attention AI holds the potential to make every ad more effective
Author Max Kalehoff
Company Realeyes
Moving from viewability to attention to build effectiveness
Author Maya Yegorova
Company WARC
How Haleon found success in merging attention metrics into its media strategy
Author Maya Yegorova
Company WARC
How the power of attention can be unleashed in China
Author Hermes Ma
Company Merkle
Why attention is the new currency in APAC's marketing strategies
Author Christina DiLaura
Company DoubleVerify
How to address the attention gap in Southeast Asia
Authors Faheem Merchant and Abbas Ehetesham
Company dentsu Indonesia
WARC Guide podcast
A podcast episode with WARC's Ann Marie Kerwin and Cathy Taylor, covering key themes from the WARC Guide to attention, will be available from Tuesday 3rd September.
