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Omnicom Media Group’s largest agency, OMD, found a way to measure attention and harness those metrics, which it now uses in client planning. The Attention Requirement Calculator (ARC) was built with Omnicom’s data strategy arm Annalect. The company tells Adweek the tool automates attention-informed planning to make clients’ media spend more efficient and effective.
“Attention impacts every stage of the design process, and it closes the chasm between strategic planning and strategic investment,” said Chrissie Hanson, global chief strategy officer at OMD.