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Summary
The ARF Attention Report explores the evolving role of attention metrics in advertising, examining their adoption, effectiveness and challenges across agencies and brand-side advertisers. The data is based on a survey measuring the array of metrics currently used by advertisers and agencies across various platforms and industries. As the advertising industry increasingly values consumer engagement beyond traditional reach-based metrics, attention metrics have gained prominence, though adoption and integration remain uneven.
Key findings include that attention metrics are gaining traction, with 64% of agencies and 43% of advertisers reporting frequent or constant use. Engagement rates (58%) and time spent (55%) are the most widely used attention metrics due to their accessibility, while advanced methods like biometric response (16%) and neuro measures (13%) remain relatively niche.
