Marketers and agencies frequently make the mistake of believing that a more “compelling” ad creative can overcome the limitations of media context, but that’s not the case – they need to factor “attention elasticity” into their campaign development, new research suggests.

Why it matters

Advertising research tends to dwell on the relative strengths and weaknesses of media channels. This may be less useful in the realm of attention, where marketers must look closely at platform and even ad format, rather than channel, to understand their campaign’s potential attention performance.

Takeaways

• Each platform has its own unique ‘attention elasticity’ – i.e....