Blog
Attention insights
Studies, opinion and case studies about the new era of digital advertising.
Why Viewability does not mean Attention
Viewability measures whether an ad was on screen. Attention measures whether anyone actually looked. The difference changes how we evaluate every media buy.
Attention MetricsWhat are Attentive Seconds?
Attentive seconds is the metric that measures effective gaze time on an ad. We explain how it's calculated and what it's for.
FundamentalsThe neuroscience of Attention in advertising
Attention isn't a conscious choice — it's a biological filter. Understanding how the brain selects stimuli helps design advertising that survives that filter.
Attention MetricsAttention on CTV vs Mobile: where the gaze actually lands
CTV is assumed to be the highest-Attention format. Mobile the opposite. Reality, measured in attentive seconds, is more nuanced than the narrative.
Case studiesHow to prepare an Attention Advertising pilot
A well-designed pilot is the difference between 'we've tried Attention' and 'we've learned something'. Here's a practical guide.
Creative AttentionDoes creative influence Attention more than format?
Format sets the ceiling. Creative decides the outcome. We discuss the relative weight of each based on available public data.
FundamentalsFrom impression to outcome: the new digital funnel
Impression, viewability, Attention, memory, outcome. The funnel evolved — and each step assumes the previous one actually happened.