How OMD's Attention Planning Tool Transforms Campaign Strategy

Omnicom Media Group's largest agency, OMD, found a way to measure attention and harness those metrics, which it now uses in client planning. The Attention Requirement Calculator (ARC) was built with Omnicom's data strategy arm Annalect. The company tells Adweek the tool saves clients time and money. "Attention impacts every stage of the design process,...