Dentsu Launches Attention Study in Arabic

Conducted in partnership with Lumen Research, the study will measure consumer’s attention spans across various platforms to establish the value of attention as a media effectiveness metric for Arabic audiences.

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  • Dentsu announced the launch of a new research study measuring attention in Arabic digital advertising for the first time in partnership with Lumen Research.

    Alex Jena, Head of Strategy and Product, dentsu MENA, said, “This study will serve as a game-changer in the battle for attention that media practitioners around the world and here in the region are trying to crack. We will be able to determine the optimal channel and format mix by vertical and get a real understanding on how impactful attention can be on brand consideration. To ensure this is all actionable and lives beyond a report, the formula will be baked into our Planning and Optimisation tool suite for any dentsu client to use. Exciting times ahead!”

    Mike Follett, CEO at Lumen Research, said, “Dentsu has been a leading partner of Lumen Research and together we’ve chartered new territory in understanding attention and building new norms and metrics in the space. We’re excited and intrigued to be building new data on Arabic attention and to assess how it compares and contrasts to English and other languages, while offering advertisers in the Middle East a local dataset to identify specific media opportunities.” 

    Ramzy Abouchacra, CEO, Carat MENA, said, “Dentsu has been pioneering attention research via our Attention Economy studies for more than five years, codifying, longer than anyone else, the value of engagement in video and display channels in English. Now, we’re thrilled to unlock new insights on attention in Arabic—a meaningful first for the industry. The data will enable us to uniquely serve our clients across multiple verticals by proving the value of their Arabic language video and display ads based on real engagement measures that drive growth.”

    The research will measure consumer’s attention spans across various platforms to establish the value of attention as a media effectiveness metric, including how best to measure it, value it and apply it in practice for Arabic audiences. It cover five media partner platforms and will feature five clients across key verticals including Auto, FMCG, Finance and ecommerce.

    Post research, digital media plans can be optimised to effective attention through a custom algorithm built by Lumen that will be exclusive to dentsu media brands and codified into the network’s Merkury Planning software. This will allow clients to gain insight beyond conventional viewability metrics and enhance plans across platforms, formats and contexts. 


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