The Paradox of Attention: Why Duration-Based Attention Metrics (DBAM) Are Not What They Seem

As brands draft their game plans for 2024, it’s time to think beyond traditional approaches. The new playbook blends AI and automation, aiming not just to capture attention, but to engage audiences on a deeper level.

Also Read – Marketing Trends for 2024: A Glimpse into the Future
The Roller-Skating Babies and the Jumping Balls of San Francisco
If you are a marketing aficionado or even a casual consumer of media, then you’d remember those eye-catching ads – babies on roller skates cruising through Central Park, or a flood of colorful balls bouncing down San Francisco’s streets.
The Rise of Attention Metrics
These days, when internet cookies are crumbling and privacy concerns are putting tracking on the back burner, the advertising world is on the hunt for the next big metric.Duration-Based Attention Metrics (DBAM) seemed promising: the longer someone spends with an ad or brand-related asset, the better it must be performing, right? But as with many things in life, it’s not that simple.
The Double-Edged Sword of Attention
Attention, while a valuable commodity, is a tricky beast. On one hand, high DBAM can be a sign of genuine interest and engagement.On the other, it can be a red flag for confusion, frustration, or even annoyance. In a series of studies by Ericsson, Vodafone, and Neurons, delays in screen and video loading led to emotional responses akin to watching a horror movie. Not exactly the positive brand association companies aim for.
Bridging Attention with Emotions, Cognition, and Memory
Sticking solely to attention metrics will likely leave you navigating through a tunnel vision, potentially missing out on better conversion rates and metrics that truly matter for the business. While it’s essential to gauge how long someone engages with an ad or asset, it’s equally crucial to understand emotional, cognitive, and memory responses.

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