Great attention measures elevate ads from playback to payback

There is a fundamental difference between whether an ad is just seen or is actually watched. Watching (Passive attention) does not mean engagement (Active attention).

Attention’s role in advertising is heavily influenced by emotion

The platform is another crucial factor when choosing your creative tools, as different contexts demand different content to truly stand out and retain attention.

One size does not fit all, and not all attention is created equal

The platform is another crucial factor when choosing your creative tools, as different contexts demand different content to truly stand out and retain attention.

Don’t make digital videos longer than they need to be

It’s important to find that sweet spot where your ad can retain attention but also convey your message and deliver the creative objective.

Attention is a stepping stone, not the end-goal

Measuring attention for advertising impact becomes more meaningful if it is understood in the light of attitudinal metrics.

Learn how brands can capture attention through their creative to enhance advertising effectiveness.

Watch the webinar

To optimise your ads to command attention, you need great attention measures to go beyond viewability. Read the webinar deck to find out how to go beyond views.

Get the webinar deck

Deniz Sarıyıldız
Head of Creative & Media Domain
Kantar Insights Belgium
deniz.sariyildiz@kantar.com