Impressions are cheap. Attention isn’t. For years the industry optimised campaigns around numbers that were easy to measure — reach, impressions, clicks — even though everyone secretly knew those numbers don’t necessarily mean anyone actually looked at the ad. Meanwhile the internet got louder, feeds got faster and audiences developed an almost athletic ability to ignore things. So if nobody is really paying attention, what exactly are we optimising for? This is why new approaches to measurement — including metrics like APM (Attention Per Mille) — are starting to shift how campaigns are planned, bought and evaluated, pushing the industry closer to something that resembles actual human behaviour.
It also forces advertisers to rethink briefs, creative and media choices: if attention becomes the goal, suddenly context, format and storytelling start mattering again. Exploring what this shift really means from the advertiser, agency and AdTech side of the ecosystem will be Iva Leko (Partner, Game Changer), Nikola Jovanović (Managing Director, Havas Media, Member of IAB Croatia), Linda Ivanov (Regional Director Europe, Eskim, Member of IAB Croatia) and Anja Sedak Bučak (Head of Digital Marketing, Wiener osiguranje VIG, Member of IAB Croatia), who’ll show you how attention is measured, where the industry is already changing and what brands need to start doing differently if they want to cut through the noise instead of simply adding to it.