Augmented Reality Rewrites the Rules of Attention and Media Planning

When it comes to engagement metrics, there's no comparison

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Editor’s note: Today’s column is part of a series with Snap on augmented reality. Below, Nina Mishkin, director of brand strategy, outlines the findings from a study on AR’s relationship to recall and brand choice.

Do I have your attention?

When it comes to planning, buying and measuring media, all eyes are on attention these days.

While viewability was the flavor of the season when digital display and video were in its early days, marketers and media agencies are looking to identify the proper measure of whether ads are seen in this heavily mobile and connected age.

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