Attention Is the New Currency (But Only If You Know How to Use It)

In digital advertising, attention has become the industry’s latest obsession—and for good reason. 

We’re operating in a world where people are bombarded with content across screens, channels, and time zones. And increasingly, advertisers are asking a smarter question than “Was my ad seen?” 

Instead, they’re asking: “Was my ad noticed? Processed? Did it actually hold attention?”

That’s the promise of attention metrics—a way to move beyond simple delivery (impressions, viewability) and into the realm of real engagement.

But here’s the catch: attention only matters if you know what to do with it. So let’s dig into what attention metrics really are, why they’re trending, and how to make them actionable—not just admirable.

Wait—What Are Attention Metrics, Exactly?

Great question. Think of attention metrics as the next evolution of measurement. Instead of just tracking whether an ad had the opportunity to be seen (like viewability), attention metrics try to quantify whether someone actually:

• Looked at the ad
  
• Engaged with it cognitively
  
• Remembered or acted on it afterward
  

Our partners like IRIS.TV are measuring these signals through things like eye-tracking, time in view, and emotional/contextual alignment.

Why Attention Is Suddenly the Star of the Show

There are a few reasons attention is having its moment:

1. Viewability Isn’t Enough

Just because an ad was in-frame doesn’t mean it was actually seen (ask anyone who’s zoned out during a pre-roll ad).

2. Clicks Don’t Tell the Whole Story

Especially in non-clickable environments like CTV, digital audio, or in-game, clicks don’t exist. But attention? That still matters.

3. Ad Fatigue Is Real

Consumers are bombarded with ads, leading to banner blindness and skip reflexes. Ads that win attention are becoming a differentiator.

4. Advertisers Want Outcomes, Not Just Outputs

Attention has been shown to correlate with brand recall, purchase intent, and offline lift—the things CMOs actually care about.

The Problem: Attention Scores Alone Don’t Drive Results

Here’s where many advertisers fall short: they treat attention like a reporting bullet point, not a planning input.

They ask, “What was our attention score?”
But they should be asking, “What drove attention—and how can we optimize for more of that?”

Because like any other metric, attention only matters if you know how to act on it.

How to Actually Use Attention Metrics

Here’s how to make attention work for you—not just about you.

1. Plan With Attention in Mind

With IRIS.TV integration, Viant helps advertisers plan CTV campaigns using emotionally resonant and contextually rich inventory—environments that have been shown to correlate with higher viewer attention. That means optimizing for content tone, genre, and format—not just cheaper CPMs.

For example: CTV content with excitement or joy, as identified through our IRIS.TV integration, often delivers stronger performance than neutral or low-emotion placements.

2. Test Creative for Attention Impact

Use A/B testing to understand which creative elements—motion, pace, messaging, or visual hierarchy—are holding attention best. Then feed those insights into future creative briefs.

3. Rethink Frequency and Format Strategy

If an ad has low attention scores after the second exposure, why keep serving it? Use attention as a signal to throttle, retarget, or swap creative.

4. Benchmark Attention Against Outcomes

Correlate attention scores with actual KPIs—like site visits, conversions, or store lift. This helps you move from “interesting data point” to “decision-making lever.”

TL;DR: Attention Is the Metric That Connects Creative, Context, and Conversion

It’s not enough to ask if your ad was seen. In today’s fragmented media landscape, you need to know how deeply it was processed—and how that translates to outcomes.

Attention is more than a buzzword. It’s a bridge between brand building and performance. But only if you use it to shape your:

• Audience strategy
  
• Media mix
  
• Creative decisions
  
• Optimization playbook
  

Otherwise, it’s just another pretty slide in the recap deck.