The brand reset: what Dentsu’s new research means for high attention media

Amanda Wigginton, Strategy and Insight Consultant, looks at why Dentsu’s new research strengthens the case for investing in trusted editorial brands.

The Brand Reset is a new study launched by Dentsu, in partnership with Kantar and Lumen, providing evidence around the impact of high-attention and high-trust environments. While the report does focus on video, the findings provide powerful evidence for all high attention media – including trusted editorial brands.

Dentsu argues that the industry needs to change. The over-optimisation for clicks has diminished campaign effectiveness, while forced exposure formats have eroded brand trust. And that focus now needs to move towards sustained long-term attention and brand equity.

PPA Magnetic first sounded the alarm in 2017, when research with Enders highlighted the dangers of ‘corporate short-termism’.  

Is the industry finally ready to listen? And is this new evidence enough to move the dial? We think so.

Here are two standout findings from the report that every planner needs to see:

The value of voluntary attention
Dentsu’s study proves that when people ‘choose’ to engage – rather than being forced to – the impact on brand equity and sales is far higher. Voluntary attention is in the DNA of magazine media: our audiences don’t just ‘see’ content, they seek it out.

Quality exposure in safe spaces
Dentsu confirms that sacrificing quality for efficiency is a losing game. Trusted editorial brands offer the premium, brand-safe, and highly relevant environments that drive meaningful, multi-year returns.

The bottom line: this report gives agencies a clear directive to move budgets back into premium high-attention environments. It proves that trust and attention are essential levers for long-term growth.

Trusted editorial brands have always bridged the gap between the long and short term – it’s this, and their ability to complement other media channels that make them essential to your campaign plans. And Dentsu has provided new data to prove that. 

Don’t ignore the power. Read the report here.