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

Conducted by Forrester Consulting on behalf of Yieldmo, this study surveyed over 164 brand marketers across leading industries such as retail, automotive, CPG and more to find out how brand marketers can leverage customer attention data to improve mobile advertising outcomes.

 Report 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.

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