Unlocking the new currency of attention: A UK perspective

Presents the findings from a large-scale, robust research study to test and quantify the relationship between ad attention and brand outcomes.
  • Device metrics, such as ‘viewability’ have served a purpose over the years in helping to establish an ‘opportunity to see’ and to try to create similarities between impressions across different channels.
  • Yet with consumers now exposed to more messages than ever before and increasingly savvy in how they consume media, effective media planning is more important than ever to drive cut through.
  • For brands who want to understand their true value, attention is a far better predictor.
  • Higher dwell times are associated with a greater likelihood to choose a brand and recall a brand’s advertising, but there is a clear...

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Insights Team
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