What we know about attention

Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.

There is a substantial body of evidence that attention drives sales. The industry is starting to focus on media placement, quality advertising contexts and a shift in the media system from potential to actual measured attention. There is also an increasing body of learning on differing ‘shapes’ of human attention and how attention ‘elasticity’ varies by platform that can guide media planning to maximise brand objectives. Also, how to drive higher levels of attention through ad ‘visibility’ and creative execution. ‘Visibility’ goes beyond viewability to consider exposure time and visual impact - which can be affected by platforms, ad formats,...

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