Dentsu – Unlocking the new currency of attention
One of the largest studies on attention to advertising; this paper provides important new evidence on the value of attention when it comes to brand outcomes.
This report demonstrates Dentsu’s commitment to changing the way we plan and buy to account for attention.
Dentsu’s ‘Attention Algorithm’ allows clients to optimise toward high attention display or video inventory in real time.
The study show evidence on the relationship between attention to advertising and brand outcomes and the effect of forced vs voluntary ad exposure on recall and brand uplifts. It finds that voluntary exposure has a greater effect.