It’s time to pay attention to OOH attention

A decade after launching viewability metrics, the Media Ratings Council is moving to standardise attention metrics globally. That means buying media based on attention metrics will scale faster and clients across the globe need to get well acquainted with attention which looks beyond legacy metrics that focus too much on eyeballs alone.

My latest work into human attention has been focused on the out-of-home media category, to better understand how the channel can deliver attention, as well looking at how it stacks up to other mediums in our modelling, for a holistic view of the attention landscape. For the last two and a half years, I’ve been working closely with the team at QMS to develop, build and execute a study that looked at human attention in OOH environments. And together we presented our findings at SXSW Sydney. 

The results? Well, they are fascinating, but when you look a little deeper, they make perfect sense.