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How OMD’s Attention Planning Tool Transforms Campaign Strategy

Tracking consumer attention for optimal media placement

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 automates attention-informed planning to make clients’ media spend more efficient and effective.