The proliferation of digital media and the fragmentation of consumer attention have transformed the advertising landscape over the past decade. With the rise of streaming services, social media, and digital platforms, consumers now have more control over how, where, and when they consume content. This shift has led to a significant challenge for advertisers: capturing and holding the attention of their target audience. As the traditional metrics of impressions and CPM (cost per thousand impressions) have proven insufficient in this new landscape, the need for a more nuanced understanding of attention has emerged. The report The Challenge of Attention by Ebiquity addresses this issue by examining how attention can be measured, valued, and leveraged across different media platforms.
The Nature of Attention
Attention, as defined by William James, is the selective, finite, and voluntary focus of the mind on specific stimuli. This definition has profound implications for advertisers. The report highlights that attention is not automatically given; it must be earned, especially in a world where consumers are bombarded with countless distractions. Advertisers must acknowledge that most people ignore most ads most of the time, making the measurement of actual attention—rather than mere exposure—critical for assessing the effectiveness of advertising campaigns.
Attention is also finite, meaning that consumers have limited cognitive resources to devote to the vast array of stimuli they encounter daily. This scarcity of attention forces advertisers to compete for brief moments of engagement, further emphasizing the need for ads to be both relevant and compelling. Additionally, attention is voluntary, and consumers can choose to ignore ads if they are not engaging or relevant. Understanding this reality helps advertisers develop strategies that are not only about reaching audiences but also about holding their attention long enough to make an impact.
Measuring Attention
The report details several methods for measuring attention, with eye-tracking emerging as one of the most reliable techniques. Eye-tracking technology allows researchers to capture where and how long a consumer looks at an ad, providing valuable insights into engagement. While not without limitations—such as the inability to track sound or other sensory inputs—eye-tracking is a practical proxy for measuring visual attention.
Lumen Research and TVision, two key partners in the report, have developed sophisticated systems for tracking attention across digital and television platforms. Lumen uses eye-tracking technology through webcams to measure attention in digital environments, while TVision employs head-tracking technology to measure attention to TV ads. These systems allow advertisers to not only assess whether an ad was viewable but also determine whether it was actually viewed and for how long.
The Attention Funnel
A central concept introduced in the report is the “attention funnel,” which describes the journey from potential viewability to actual attention. At the top of the funnel is the technical viewability of an ad—whether the ad was served on a screen and was visible to the consumer. However, just because an ad is technically viewable does not mean it will be viewed. The funnel narrows as the focus shifts to actual viewing—whether the consumer looked at the ad—and further to the duration of the viewing, or “eyes-on dwell time.”
This approach allows for the creation of a new metric: “attentive seconds per thousand impressions.” By combining the likelihood that an ad will be viewed with the average time spent viewing it, this metric provides a more comprehensive measure of attention across different media. This allows advertisers to compare the effectiveness of TV ads, digital video, and digital display ads on a level playing field.
Attention Across Media
One of the report’s key findings is that attention varies significantly across different media. For instance, TV ads tend to hold attention for longer periods, with a 30-second TV ad generating around 13.8 seconds of eyes-on dwell time on average. In contrast, digital platforms like YouTube and social media typically generate shorter dwell times due to the fast-paced nature of these environments. For example, a 15-second unskippable YouTube ad only garners an average of 4.9 seconds of attention.
The report also highlights that while digital ads may have high viewability rates, this does not always translate into high attention. On social media, for example, many ads meet the Media Ratings Council’s (MRC) viewability standards but fail to capture sustained attention. In contrast, TV ads, though fewer in number, tend to generate more attention per impression, making TV a more attention-efficient medium in many cases.
The Cost of Attention
Another significant contribution of the report is the introduction of the “cost per thousand attentive seconds” (aCPM) metric. By combining the attentive seconds per thousand impressions with the cost per thousand impressions, advertisers can assess the true cost of attention across different media. This helps advertisers move beyond the traditional CPM model, which focuses on exposure, and toward a more meaningful understanding of the cost of generating real consumer engagement.
For example, while TV ads may have a higher CPM than digital ads, they often generate far more attention per impression, making them a cost-effective choice for advertisers seeking to engage consumers for longer periods. On the other hand, digital ads may be cheaper to buy, but their shorter dwell times can result in a higher cost per attentive second.
Attention Strategies for Different Brands
The report emphasizes that different brands require different attention strategies based on their objectives. For example, a new brand with a complex product might need to invest in media that can generate longer dwell times to fully explain their offering. In this case, TV or long-form digital video might be the best choice. Conversely, a well-established brand with strong brand recognition might only need a brief moment of attention to remind consumers of its presence, making short digital ads or social media campaigns more effective.
The key takeaway is that advertisers must tailor their media strategies to align with their attention goals. This means understanding the attention needs of their specific campaigns and choosing media that can deliver the right amount of attention at the right price.
Conclusion
The Challenge of Attention report offers valuable insights into how advertisers can navigate the increasingly fragmented and competitive media landscape. By understanding that attention is selective, finite, and voluntary, advertisers can develop more effective strategies for capturing and holding consumer attention. The introduction of new metrics like attentive seconds per thousand impressions and aCPM allows for a more meaningful comparison of media effectiveness, helping advertisers make more informed decisions about where to invest their budgets.
In a world where consumers are constantly bombarded with stimuli, the ability to measure and value attention has never been more critical. As the report suggests, advertisers who can effectively capture and hold attention will be better positioned to succeed in today’s attention economy.
