25 Sep “Attention Works” – eye square and OMD Germany Partnership
We’re excited to announce our new partnership with OMD Germany to redefine media planning with attention as the new currency. Together, we’re moving beyond traditional reach metrics, focusing on measurable, impactful attention across all channels–TV, social media, online video, and streaming.
“Attention Works” focuses on advancing and integrating attention metrics for all relevant media channels— TV, social media, online video, and streaming. These metrics will be incorporated into existing and new media planning tools, enabling a results-driven, cross-media strategy based on reliable benchmarks.
By combining eye square’s expertise in attention and gaze-tracking research with OMD Germany’s experience in data-driven, cross-channel media planning, we are creating a model that operates independently of media owners and platforms. This goes beyond purely quantitative media planning approaches, allowing advertisers to direct their efforts toward more effective channels and formats, ultimately increasing the efficiency and effectiveness of their communications.
This collaboration aims to develop standards and tools to integrate attention metrics into media planning, creating a more precise and effective strategy for advertisers. Our goal is to help brands optimize their media efforts, increase efficiency, and ultimately drive better results.
Find out more about our Brand and Media Research Services
Press
(all articles are in German)
Initiative “Attention Works”
OMD und eye square kooperieren
>> horizont.net
Von Reichweite zu Aufmerksamkeit: OMD und Eye Square wollen neue Währung etablieren
wuv.de
OMD und eye square starten „Attention Works“
>> marktforschung.de
„Attention Works“– OMD Germany und eye square starten Partnerschaft für wirkungsstarke Mediaplanung
>> pressebox.de
OMD und eye square wollen Mediaplanung auf Attention trimmen
>> meedia.de
Questions? Contact this eye square team member
Stefan Schönherr
Executive Vice President Brand & Media Experience and Partner
Stefan Schönherr has been working as a brand and media specialist in the Brand & Media Experience unit at eye square since 2007, has headed this unit since 2013, and has been a partner at eye square since 2018. He holds a degree in psychology with a focus on media consulting, advertising impact, and media reception.
Stefan supports advertisers and marketers with studies on understanding media genres, advertising formats, and creative performance. In addition to his intensive work with moving image advertising, Stefan is one of the leading experts in the field of processing and impact of digital creation and social media advertising.
In 2023, he conducted the award-winning media ethnography study Mapping the Impact for Screenforce (Real Impact Award from Horizont, 2023). He leads global studies on the impact of creator ads in the social marketing mix (Authenticity Sells, Snapchat, 2024) and is responsible for the internationally award-winning study “Power of Creation” (IAB Research Award, 2016).
Stefan Schönherr moderates workshops on digital creation and is a regular speaker at conferences.