Optimal attention: Exploring the relationship between brand outcomes and attention time

This paper outlines research conducted by Playground xyz over the past 24 months to understand how different brands, and thus their unique objectives, require a more bespoke approach to their attention journey.
  • This perspective suggests that not all brands require the same level of attention to achieve their desired outcomes and meet key performance indicators (KPIs).
  • The analysis assesses the behavioural data of approximately 20,000 participants, relating to 35 brands, and is further supported by an additional neuroscience study which consisted of over 150 lab sessions and 1,800 advertisements.
  • Through this comprehensive examination, the paper substantiates the notion that Optimal Attention, rather than maximal attention, is the key to unlocking the full potential of brand outcomes....

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