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Aggregate Attention: A New Benchmark in the Attention Economy
MMA Dictionary
05 July 2025
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Attention Is the New Currency
In today’s digital age, the scarcest resource is not information, but attention. For marketers aiming to win not just impressions but true audience focus, traditional metrics fall short. This is where a powerful new concept enters the scene: Aggregate Attention.
Aggregate Attention refers to the cumulative attention a brand or content garners across touchpoints. It’s not about single impressions or clicks, it’s about the total depth and duration of user engagement.
Origins and Evolution
The term “Aggregate Attention” emerged from academic research into media planning and the attention economy. With platforms like YouTube, TikTok, and Instagram shaping user behaviour, brands began to value not just view counts but also how long and how deeply users engage with content.
It brings together watch time, repeat interaction, loyalty, and contextual quality of attention into one meaningful metric.
Why It Matters
• Attention is a finite resource. As user attention spans shrink, brands face steeper competition for mindshare.
• Media investment must be smarter. CTR and reach aren’t enough. Aggregate Attention redefines ROI in marketing.
• It fuels creative strategy. Understanding where and how attention clusters helps craft content that resonates.
Applications in Marketing Strategy
• Video Strategy: Is a 6-second ad more effective than a 30-second one? Aggregate Attention lets us decide based on attention density, not duration.
• Influencer Collaborations: It’s not just about follower count. Which creators generate deep, meaningful engagement?
• Content Planning: Aggregate Attention helps identify the formats and themes that truly hold viewers’ interest.
From Counting to Understanding
Aggregate Attention shifts the focus from performance metrics to deeper behavioural insight. It’s about mental presence, emotional resonance, and sustained relevance.
The future of digital marketing belongs to brands that don’t just get noticed but earn attention, hold it, and make it count.
Serkan Karaman
MMA EMEA Platforms Manager
ROBO
07 March 2025
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