Attention metrics are a proxy, not the full picture, argues new framework
TVREV’s Sofie Sue Rutgeerts argues that attention is only the middle step in a three-part chain, with motivation priming exposure and memory determining whether it matters.
Why it matters. Buyers who optimize media plans purely for attention seconds risk overvaluing the easiest-to-count metric while undervaluing the memory effects that actually drive purchase decisions.
Signal from TVREV · Sofie Sue Rutgeerts · read the original.
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