One of the objectives behind establishing media attention measures is to identify media properties offering superior attention quality.
This increases the likelihood of achieving sales or awareness gains. However, it's crucial to define what we mean by quality.
Active Attention
Currently, attention measurement experts like Zoolook Intelligence consider active attention to last a minimum of 3 seconds.
The number of attention seconds varies depending on media, formats, and platforms.
Zoolook Intelligence's methodology differs from other approaches. Two segments of emotional personality traits estimate the probability of active attention as a percentage and penetration index according to the media.
The first segment consists of consumers more likely to be "happy". The second group tends to seek novelty and "surprise".
One characteristic of active attention is its sometimes dramatic impact on sales. However, the decline is equally steep.
Passive Attention
Passive attention requires less mental effort from your brain. It's a more diffuse attention, less focused on a single specific element.
This type of attention slips into your subconscious and reduces or eliminates counter-arguments to your advertising offer.
Unlike active attention, it rarely has a significant short-term impact. It's rather on long-term brand image and your profits that it clearly stands out.
Total Attention
Total attention is the percentage obtained by adding active and passive attention, excluding the % of inattention (i.e., the % of consumers more inclined to feel "disgust").
It's a measure that provides an excellent overall evaluation of a media property's quality.
The Number of Thousands of Active Attention Second Impressions
This measure allows you to theoretically estimate a quality CPM (Qcpm). It's calculated taking into account :
- A) Adj. AA (secs): Active attention seconds adjusted with the media's active attention index
- B) Net (000): Net thousand impressions (total media impressions X % total attention)
- A) X B) = the number of thousands of active attention second impressions
Note: The number of seconds is based on the media's most common format
The Danger of Qcpm
In its 2024 report on the attention economy in Canadian media, Zoolook Intelligence doesn't provide a Qcpm for two reasons :
1-It would have required integrating the costs of about 655 specific media, plus various formats
2-The danger of a Qcpm is the same as that of the famous return on investment.
This type of evaluation is tempting especially with digital media that you can optimize almost in real-time.
The problem is that this type of analysis only favors the short-term value of a media property.
It neglects the non-negligible contribution of passive attention, which is more difficult to evaluate over a period of less than 6 months.
Passive attention helps build your brand image with sustained media presence and low to moderate intensity.
It enhances trust in your brand, allowing you to increase your profit margin.
Those who have read my LinkedIn articles know that it's recommended to have a balance between short-term (40%) and long-term (60%) to maximize your profits.
You need to have an overall view by allocating your budget between short-term and long-term.
The 60-40% is a general rule. Smaller brands or new brands can make do with 55% for the long term.
Zoolook Intelligence's philosophy is to eliminate as much as possible media with a very high inattention index. Your real enemy is therefore not passive attention.
Finally, i’m agree with Byron Sharp when he said that he does’t want to pay more for better attention.
But my point is that i don’t want to pay for too much INATTENTION.
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