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Forrester Opportunity Snapshot Attention 2.0: Enhancing Ad Measurement Beyond Clicks & Viewability

Attention 2.0: Enhancing Ad Measurement Beyond Clicks & Viewability, a commissioned study conducted by Forrester Consulting, on behalf of Yieldmo, determines how customer attention metrics can improve mobile advertising outcomes. 

Surveying retail, automotive and CPG/manufacturing marketers at 164 brands in October 2019, 98% of respondents believe that attention metrics would drive value for their organizations.

A Few Highlights:

  • 98% of respondents believe that attention metrics would drive value for their organizations.
  • 84% of marketers said their organizations are not capable of measuring customer attention with mobile ads today.
  • Nearly 80% of marketers are hungry for better customer attention data.
  • 67% of marketers plan to use attention metrics to improve retargeting, better gauge and calibrate ad frequency, and enhance click-through rate.
  • 63% of respondents said they plan to invest in customer attention metrics.