How Dentsu predicts attention

A new Dentsu model predicts whether or not attention will be paid to an ad, how long attention will be paid for and whether it will drive effect.

The advertising world has come a long way since the first TV ad aired in the UK in September 1955 (for Gibbs SR toothpaste, since you ask): multiple new channels, multiple new formats, and consumers swamped in promotional messaging of one sort or another...