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BPX and XMC map audience attention to ads

Wout Ectors, SPYKE & Bart Lombaerts, SPYKE
Newsletter_20260630_CIM_Attention_study_iStock-2162604683.jpg

In addition to reach figures, insights into attention to advertisements provide important information for predicting advertising effectiveness. Until now, little information has been available on this subject. That is why the Cross Mediaal Consortium (XMC), in consultation with the Belgian Publishing Xperience (BPX), decided to conduct an in-depth study. “The classic debates, such as print versus digital or publisher media versus social media, are finally being conducted on the basis of objective behavioural data.”

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