The largest collation of information and perspectives on ad attention measurement available in the Australian marketplace.
IAB Australia’s Ad Attention Measurement Landscape Report is the largest collation of information and perspectives on ad attention measurement available in the Australian marketplace. This Report cuts through the hype to provide balanced information on the emerging techniques for measuring advertising attention, helping marketers explore the various methodologies and identify which will work best for their activity and business scale.
Prepared by the IAB Australia Ad Effectiveness Council, the 53-page report provides an overview of ad attention measurement vendors available in market including full details of their methodologies and metrics. It also draws on industry data from a survey of 180 advertising and measurement professionals to provide insights on the level of knowledge and experience with advertising attention measurement and includes perspectives from both the buy and sell sides of the industry. The report highlights emerging evidence on the correlation between higher ad attention and business outcomes, but it concludes that ad attention measurement is not a silver bullet and that marketers still need to use to review a range of metrics to fully understand the holistic impact of their advertising investments.
Download the full report below.