Dentsu attention economy project

Dentsu, the advertising company, used the Dentsu Attention Economy project to leverage the insight to create a tool to buy attention in the UK.

Summary

The Dentsu Attention Economy project is the largest attention study every undertaken. Combining eye tracking data from across the US and the UK, and including both TV and digital channels, it has dramatically enhanced our understanding of the reality of attention to advertising, and the impact of that attention on brand recall and consumer choice. But it has gone further, leveraging this insight to create a tool to 'buy attention, not impressions'.

The study has combined a number of innovative attention technologies: passive head tracking data from a panel of 5000 TV viewers in the US; passive eye tracking...

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