Attention economics to new metrics - Dmitriy Fedoseev lists future digital trends

Delivering a special keynote address at the eighth edition of DIGIXX Summit and Awards 2024, held in Delhi today, Dmitriy Fedoseev, VP - Programmatic, Hybrid, brought some valuable international insights while speaking on the topic – ‘International Digital Marketing Trends - From Now To Tomorrow’.

Starting with Content, Fedoseev said that it continues to be one of the key trends in Digital, and when one spoke of content, it was about attention. “Attention brings back the essence of advertising,” he said, adding, brands are looking beyond reach and viewability and are trying to understand what content truely engages users, and what advertising is really engaging users.

Speaking on the economics on attention, he said, “We can see new metrics being created”. Here he mentioned about the CPM-EAS (Effective Attentive Second) metrics created by Dentsu to try to show the advertiser only that part of advertising that holds users’ attention. “Attention drives emotions and emotions are you real sales driver – and not your targeting and your data strategies,” remarked Fedoseev.