There is a direct relationship between mental availability (sometimes defined as brand salience) and active attention, according to a new study from Amplified Intelligence.

The measurement company partnered with media agency OMD Worldwide in carrying out research to understand the link between the two: in a US study, 600 people viewed over 3,300 impressions of 12 brands across three categories on three online video platforms.

Why it matters

Mental availability is a metric that is closely related to market share growth and decline, and is a metric that is widely accepted by marketers as an indicator of brand strength. The...