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The objective of this research was to understand how marketers view the importance of attention measurement and potential benefits of adopting attention measurement. 

The research found that 91% of UK marketers think that attention measurement is important, while 83% said it is an important factor in reducing the environmental impact of digital ads.

Teads and CensusWide polled 100 senior UK marketers employed across a variety of sectors and found:

• 58% thought the adoption of attention metrics provides a better online customer experience.
• 52% believe it improves accountability and transparency in the media ecosystem.
• 98% of all respondents were already at an advanced stage of attention measurement adoption.

Click below to download the full report.