The main drivers of attention for television and online ads are distinct, and understanding the different factors at play for each channel could help marketers refine their strategies.

Such findings emerged from research by Dentsu, the agency holding company, at the Advertising Research Foundation’s (ARF) AUDIENCExSCIENCE 2022 conference.

Why it matters

Attention metrics do not rely on projections of reach, but instead look at real-life behaviour to assess the impact of advertising. In doing so, they can provide deeper insights into how advertising breaks through with consumers.

Takeaways

• For digital ads, viewable time was by far the most important attention...