How Dentsu predicts attention

Brian Carruthers

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 to an extent unimaginable almost 70 years ago.

Back then, they might have been exposed to 100 ads a day. Now it’s more like 5,000 – many of them online – and they can’t possibly be paying attention to all of them. It’s well known that people are adept at filtering out what they regard as...

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