Don't be misled by false dichotomies; reach is a function of media, attention is a function of creative
This is a poor statement: “We are seeing an increased focus on planning and buying for attention, over pure reach, as more brands seek to maximize their return on investment and capitalize on the attention economy tools available to them.”
We are still waiting for someone to say:
☝️ We are going to invest more on creative because the message is what drives response
👉 We are going to prioritize reach by decreasing duplications because the more people we reach, the better our sales and share of market
😱 And we are not going to seek to maximize our ROI