Attention is getting a lot of attention, but it’s not always what it’s cracked up to be. Craig Brommers, chief marketing officer of American Eagle, in an Advertising Week New York session on Tuesday provocatively titled “Pay No Attention to Attention,” pointed to YouTube as an example.
“I don’t mean to start throwing darts at certain advertising platforms,” Brommers said, before throwing one. “But, you know, YouTube to me is an infuriating ad product because it actually blocks me from what I want to get to. As a brand marketing team, we’re looking at how do you add value to whatever the journey is,” as opposed to simply measuring whether people watched a pre-roll ad.
Brommers had kinder sentiments for other platforms on the attention front. “We know what kind of creative really works for Gen Z. It’s authentic. It hits fast. But there’s value-add to it,” noting that this often describes TikTok creative.