The Attention Currency: Unifying Measurement and Unlocking Growth in MENA’s Fragmented Media Landscape

The MENA region’s media landscape has never been more dynamic. Viewers are streaming premium content on Connected TV, listening to podcasts during commutes, and engaging with digital screens that are woven into our everyday environments. Yet while our media habits have evolved, the way the industry measures success, is still in the develop stage.  

The media and marketing community still celebrate impressions, clicks, and views – the metrics that tell us what was served, not what was seen. In a world defined by fragmented attention, these vanity metrics don’t reveal whether audiences actually noticed, understood, or cared. To move forward, we must evolve from measuring exposure to experiences. That evolution begins with one universal metric: Attention.  

We’re not buying media anymore - we’re buying real consumer connections.

The Vanity Trap  

For years, success has been tied to scale. The cheapest CPM wins, and those with the biggest reach have been taking the most credit. But what do millions of impressions mean if your audience never even notices you. Optimising towards clicks often rewards clickbait, not brand-building. This system simply drives volume, not value.  

As consumers become more selective, swiping past ads in seconds or tuning out passive placements, measuring real engagement becomes the missing bridge between media investment, business impact and growth.  

It’s also a matter of trust. According to IAB MENA, up to 20% of digital ad budgets in the region - an estimated USD 1.25 billion annually - are lost to fraud. When so much value disappears before an ad is even seen, it’s no surprise that marketers are seeking new ways to validate effectiveness. 

From Measurement to Marketplace  

Attention changes the rules. It’s more than a measurement framework; it’s a new trading metric. It quantifies human engagement, whether an ad was seen or heard, for how long and in what context, across every screen and format.  

Now, we can integrate attention signals directly into digital planning, treating attention as a currency rather than a post-campaign metric. In practice, this means rethinking the supply path, prioritising and curating partners and publishers proven to deliver higher attention per impression.  

Over the last year, we have integrated attention and intelligent curation across all digital channels and outcome-driven models, reinforcing our commitment to investing in media that delivers measurable impact and tangible business outcomes. Focus should not be on cheap reach but attentive reach, the kind that drives growth for our clients.   

Key Considerations in Attention Measurement  

While attention brings us closer to true engagement, it’s not without its complexities. A lack of supply transparency, such as domain spoofing or pooled supply, can distort quality signals. Attention vendors also differ in how they define or capture engagement, which makes standardisation a challenge. And once attention becomes a KPI, there’s always the risk of over-optimising for the metric at the expense of other key performance indicators and creative storytelling.

The key is to combine attention insights with brand safety tools, creative diagnostics, and clear supply-path governance. Attention isn’t about chasing perfect scores; it’s about creating an ecosystem where quality, context, and human relevance align. 

Building an Attention-First Strategy  

An attention-first approach means curating environments that earn genuine focus:  

Digital Supply: Evaluate inventory not just by cost or viewability, but by attention quality - placements where creative truly lands.  

CTV & DOOH: These high-attention environments offer storytelling power. Attention metrics justify their value and validate their role in brand lift.  

Audio: Go beyond ‘audibility’. Attention identifies the moments when listeners are actively tuned in, helping brands own screenless engagement.  

When planning through this lens, our media spends work harder and achieve greater business outcomes. Although at face-value it may seem to result in fewer impressions, it reveals greater impact. 

Proving Attention Delivers  

Attention isn’t a vanity metric; it’s the connective metric linking media quality to measurable results. Global and regional studies consistently show that reallocating even a fraction of spend toward high-attention inventory drives significant lifts in brand awareness and purchase intent.  

By combining attention data with brand lift studies and outcome modelling, we can uncover how attention contributes to brand impact over time, moving the conversation from media efficiency to marketing effectiveness.  

This point is powerfully illustrated by a recent WPP Media campaign for a utility supplier in EMEA. By optimising towards attention, the campaign saw a +17% increase in Attention (vs Control) and a +13% increase in Ad Recall, demonstrating that focusing on attention directly translates to positive brand metric lifts and measurable campaign performance.   

The Path Forward  

The MENA region is entering a new era of media maturity, one that demands accountability, precision, and human understanding. Attention offers the common language to unify fragmented channels and deliver measurable business growth.  

We have been at the forefront of that evolution - helping brands turn attention from theory into a buyable, verifiable, and scalable reality, because in a world overflowing with content, attention is the missing link between exposure, engagement, and growth.