AOL (remember them?) just sent out a nifty infographic talking about what they call the “Attention Metric”. The basic idea is that we should be modifying the impact of what we purchase based on the likelihood that the consumer is “distracted” by using multiple devices and doesn’t see the placement.
There is very little backup or support for their conclusions in the infographic or a blog post they wrote at the end of last year introducing the concept.
That said, it is easy to argue with the specific metrics that they use but I think the concept is dead on.