Attention Metrics: A Step Forward, But Let’s Not Stop Walking

After years of chasing impressions, the media industry is finally talking about attention again. And rightly so—because attention is the gateway to memory, emotion, and action. In the OOH sector, pioneers like Lumen and System1 have helped bring attention measurement into the spotlight. Their work has given media owners a language to speak to planners—and that’s no small feat.

But let’s be clear: fixation duration and facial coding are proxies. Useful ones, yes—but proxies nonetheless. They tell us where the eyes go, not what the mind does. Attention without mindset is like signal without meaning. If we want to build brands, not just count views, we need to go further.

And this is where OOH, as a medium, is uniquely well placed to lead. Unlike online or mobile environments—where consumer mindset is fragmented, distracted, and largely invisible—OOH offers clarity. We know where people are, what they’re doing, and often how they’re feeling. Whether it’s the reflective pause of a morning commute, the anticipation outside a gig venue, or the idle scroll between lectures—OOH gives us context. And context gives us insight.

That’s the next step: not just measuring attention, but understanding it. Mapping mindset. Designing for resonance. Telling stories that fit the moment. And it’s often the challenger media owners—those closest to the street, the venue, the lived experience—who are best positioned to operationalize this. They see the nuance. They feel the rhythm. They build trust not just through scale, but through relevance.

We’ve taken a big step forward. Let’s not mistake it for the finish line. Let’s keep walking—toward attention that’s not just seen, but truly understood.