Advertisers shift focus: attention is the king

For years, marketers counted what they bought. Now, they are asking what was actually seen and what effect it had

- Gaurav Laghate & Suneera Tandon

Former WPP chief Martin Sorrell didn't mince words earlier this year when he said, "It's ludicrous that 250,000 people are still working in media planning and buying when all of that can—and will—be done algorithmically." At an industry event, he added, "You won't rely on a 25-year-old media planner. You'll rely on an algorithm."

Sorrell was not just sounding off. His remarks reflect a broader shift already reshaping marketing playbooks, moving away from media weight and toward measuring attention.

For years, marketers counted what they bought. Now, they are asking what was actually seen, and what effect it had.

From exposure to effectiveness

At Godrej Consumer Products Ltd, that shift is already under way.

"What I care about is not how much time she (consumer) spends on a medium, but when I advertise in that medium, how much visibility I get for my advertising. That's where efficiency lies," said Ashwin Moorthy, the company's chief marketing officer for India.

Godrej has brought media planning and creative work in-house. Its own allocation tool, called Mash, tracks outcomes, not just output. "Now it's about owning outcomes," Moorthy said.

"If a brand doesn't do well, the creative team here tweaks it immediately. They care about what happens after the ad is on air."

Moorthy said the real advantage is speed. "You're not wasting two months negotiating with agencies. You're spending that time creating work."

The message is clear. Buying inventory is no longer enough. Nor is waiting on brand recall surveys.

Agencies under pressure