How to prepare an Attention Advertising pilot
Pick a campaign with enough scale to generate signal — not the smallest, nor the most critical. Define an objective (measure, compare, optimise) and a testable hypothesis.
Work with two formats or two publishers and two creative variants. Keep everything else equal. Without a minimally comparable control group, the pilot becomes a demo.
Set Attention KPIs before you start (attentive seconds, exposure time, attentive reach) and link them to at least one business KPI. Only then do you move from 'it was interesting' to 'let's scale'.
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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.