Fighting for Attention

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Fighting for Attention:
The Industry Quest for Quality Views

We partnered with Digiday to survey 300 industry professionals and conduct qualitative interviews to better understand how buyers and sellers are defining and evaluating audience attention. In this whitepaper we summarize these findings and offer guidance on how these attitudes will impact digital ad execution in 2019.

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Key findings include:

77%

Brands are bullish on the potential of time-in-view

77% of marketers assess the quality of audience attention based on number of seconds vs. 24% of agencies

89%

Marketers may not have realistic expectations of cost

89% of buyers said that their peers had not yet accepted the true cost of quality inventory

81%

Programmatic is driving preference for CPM-based models

81% of buyers are planning to test CPM-based approaches for time-based-buying vs. only 10% focused on other currencies

95%

The digital advertising industry is ready for more

95% of all respondents were ready to move beyond viewability to other measures of quality and engagement