Why Attention is the Missing Metric in Advertising

1. Stop measuring success by impressions alone. An ad that no one watches is an ad that doesn’t work. Instead, focus on the quality of attention your media buys can deliver.

2. Optimise media spend with attention in mind. By reallocating budgets towards high-attention placements, brands can increase effectiveness without increasing spend. In fact, some brands have seen an 11% boost in campaign performance just by shifting their investment to higher-attention environments.

3. Use attention metrics across the campaign lifecycle. From planning to reporting, attention data can guide smarter decisions—helping brands select the right channels, test creative impact, and optimise campaigns in real time.

Ultimately, giving attention the attention it deserves isn’t just about better advertising, it’s about better results. In a world where every marketer is fighting for eyeballs, understanding how, where, and why attention is captured could be the key to unlocking true media effectiveness.