4,000+ advertising messages hit us daily. Across multiple platforms, devices and channels. It’s a battleground for attention – and yet we continue to trade on impressions...We know the cost, the reach but do we know the real value of ads? Have they even been seen? What was their impact?

As we approach the turn of the decade, digital advertising has surpassed TV worldwide and online video is the fastest growing ad format.  But as on-demand viewing rapidly becomes the norm, audience attention is no longer a given - it’s something to be earned as audiences switch-off, skip, switch-over and fragment. 

It’s time for brands, agencies and media owners to evolve with the changing landscape and start thinking about:

-   How can we accurately compare the value of advertising across channels, platforms and devices?
-   How engaged do people need to be for advertising to have an effect?
-   Is there a better way to define and value attention?
-   What does this mean for industry standards and the way we buy media?

Attention Economy

4,000+ advertising messages hit us daily. Across multiple platforms, devices and channels. It’s a battleground for attention – and yet we continue to trade on impressions...We know the cost, the reach but do we know the real value of ads? Have they even been seen? What was their impact?

It’s time for brands, agencies and media owners to evolve with the changing landscape.

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