If you ask most advertisers this question, they’d say it’s very important.
Then when you ask what they’re buying in regards to media, impressions or attention, the majority would say impressions.
Impressions and attention are very different.
An impression is an opportunity to get someone to pay attention to what your commercial has to say. It is not attention in and of itself.
Attention, on the other hand, cannot happen without an impression being registered.
The big thing now is “Attentionomics.”
It hasn’t quite caught on yet, but once advertisers start comparing "Attentionomics" to “Impressionomics,” game over.