It’s important to consider the power that attention holds as it measures the amount of time a user spends actually looking at an ad. Sharp is right: chasing fleeting attention is a waste of moneyĪttention is more than just viewability, it’s getting closer to why the ad works… To address this question, Mail Metro Media partnered with Lumen to conduct a major online project called Centre for Attention measuring attention rates, brand recall and purchase intent for premium display, video, sponsored content and homepage takeovers across mobile and desktop on MailOnline. We also know from many different sources that attention drives ad recall and encourages brand choice, but how does premium digital perform and why do so many online studies focus on standard display? This finding has been followed by many supporting arguments around scroll speed or the positive effect of premium environments. The attention narrative is growing momentum and across the industry, we are seeing positive stories of why we should all be focused on attention.Īttention technology company Lumen is an expert in the attention economy and its previous studies have shown that the larger the ad, the more attention it is likely to receive.
#ATTENTION ATTENTION ATTENTION FREE#
Mail Metro Media has partnered with Lumen to conduct a major online project called Centre for Attention measuring attention rates, brand recall and purchase intent. The publisher is also giving away a free advertising campaign to grab the attention of its millions of readers.
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