{"id":68366,"date":"2025-09-25T15:12:51","date_gmt":"2025-09-25T13:12:51","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=68366"},"modified":"2025-09-29T14:37:56","modified_gmt":"2025-09-29T12:37:56","slug":"attention-works","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/attention-works\/","title":{"rendered":"“Attention Works” \u2013 eye square and OMD Germany Partnership"},"content":{"rendered":"

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We\u2019re excited to announce our new partnership with OMD Germany to redefine media planning with attention<\/strong> as the new currency. Together, we\u2019re moving beyond traditional reach metrics, focusing on measurable, impactful attention across all channels\u2013TV, social media, online video, and streaming.<\/p>\n

“Attention Works” focuses on advancing and integrating attention metrics for all relevant media channels\u2014 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.<\/p>\n

By combining eye square’s expertise in attention and gaze-tracking research with OMD Germany\u2019s 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.<\/p>\n

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.<\/p>\n

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Find out more about our Brand and Media Research Services<\/a><\/strong><\/p>\n<\/div>\n

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Anne Joisten (omd), Stefan Sch\u00f6nherr (eye square), Tobias Hopp (omd)<\/em><\/p>\n

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Press<\/h2>\n

(all articles are in German)[\/vc_column_text][vc_empty_space height=”10px”][vc_column_text css=””]<\/p>\n

Initiative “Attention Works”<\/strong>
\nOMD und eye square kooperieren
\n>> horizont.net<\/a><\/strong><\/p>\n

Von Reichweite zu Aufmerksamkeit: OMD und Eye Square wollen neue W\u00e4hrung etablieren<\/span><\/strong>
\nwuv.de<\/strong><\/a><\/strong><\/p>\n

OMD und eye square starten \u201eAttention Works\u201c<\/span><\/strong>
\n>> marktforschung.de<\/a><\/strong><\/p>\n

\u201eAttention Works\u201c\u2013 OMD Germany und eye square starten Partnerschaft f\u00fcr wirkungsstarke Mediaplanung<\/span><\/strong>
\n>> pressebox.de<\/a><\/strong><\/p>\n

OMD und eye square wollen Mediaplanung auf Attention trimmen<\/strong>
\n>> meedia.de<\/a><\/strong><\/p>\n

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Questions? Contact this eye square team member<\/strong><\/h2>\n

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Mail: s<\/a><\/strong>choenherr@eye-square.com<\/strong><\/a>
\nPhone: +49 30 698144-16<\/strong><\/p>\n<\/div>\n<\/div>\n

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