Measuring Attention And Intention, With The New York Times

Digital advertising was born on the promise of intention; an user action (usually a click) that is a proxy for intent to purchase. With the rise of video and native advertising, combined with social distribution, digital advertising has blossomed into a method to capture attention. Attention is to brand what intention is to commerce – and therefore the unquestionable ability of digital to capture attention heralds an unprecedented interest on the part of CMOs to invest in digital content.

This migration of digital advertising from the bottom of the purchase funnel to the top demands innovation in storytelling, social marketing and is giving rise to a rethinking of metrics that matter. The New York Times is innovating across all these dimensions and will share key learnings from one year’s worth of brand storytelling as well as a peek into emerging techniques designed to capture and measure attention.

On Tuesday February 24, hear Michael Zimbalist, SVP of R&D and Ad Tech products lead a discussion with a top marketer and innovator who is capturing attention leveraging these innovative techniques and tools.

Marketers who use content to win consumers’ attention will have a distinct advantage when the moment of intention arrives for those same consumers to take action. Your investment in content marketing is therefore is a long-term investment to move brand sentiment in the direction of purchase.