Does creative influence Attention more than format?

Eye-tracking studies consistently show that two ads in the same placement can produce Attention differences of over 3x. The placement sets the range of the possible — the creative decides where within that range the ad lands.

This has a strategic consequence: buying well isn't enough. Creative adaptation by format, context and audience likely delivers more marginal return than any placement optimisation.

A realistic starting point: for every ten euros spent on media, one on creative variation. Few brands do that today.