From impression to outcome: the new digital funnel
The classic funnel started and ended on clicks. Today we know there are several silent steps between serving an ad and selling a product — and Attention is what links them.
Without Attention, viewability is noise. Without memory, Attention is episodic. Without outcomes, memory is vanity. Each layer exists to give meaning to the next.
An Attention metric is not the end of the story — it's the missing link that makes the communications funnel measurable.
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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.