The holy grail of advertising effectiveness is capturing viewer attention and by doing so, facilitating the consumer journey outcome. For Screenvision Media, attention measurement in cinema has resulted in a recently released Media Attention study that offers compelling insights into the effectiveness of ads in the cinema environment and positive advertising outcomes. Jennifer Friedlander, Screenvision’s Senior Vice President of Insights and Measurement explained that “We’ve been laser focused on proving out consumers attention in the cinema space. Since 2023 attention became a buzzword and an emerging metric to measure the quality of an impression.”
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