In the world of advertising, getting attention is more important than ever. Screenforce Finland's new Attention Guide (in Finnish) explores attention measurement and its role in marketing planning. The content is based on the insights of leading experts in the field and existing research from around the world. It provides practical information on how different media and advertising formats really reach audiences and how to improve the effectiveness of campaigns.
The emphasis on measurability in marketing has led to more short-term advertising, while at the same time consumers' attention spans have diminished. IPA Databank's research tells a stark truth: advertising has never been so inefficient. Advertising impressions are still being sold as a chance to see content, not based on whether the ad has been noticed.
Download the report Attention measurement: An international status report (by Bas de Vos for Screenforce Finland)
This report, commissioned by Screenforce Finland and developed under the stewardship of Bas de Vos, offers an international perspective on the “state of play” in attention measurement. Drawing from interviews with leading voices in the field each with unique expertise spanning
media research, creative development, and practical applications the report captures a dynamic and multifaceted discussion about what attention truly means for advertisers today. Contributors include Andy Brown, Matt Green, Jon Waite, Sorin Patilinet, and Karen Nelson
Field, whose collective experience bridges theory, data, and practice. Their insights shed light on the complexities and opportunities in attention measurement, providing a global lens to bring this burgeoning field into focus
This international report is part of the full Finnish guide but released also as a seperate summary in English. This report has been funded by the Media Industry Research Foundation.
Please download the report here!
