White paper: The Rise of Attention Planning in Media

Attention is at an all-time premium, it’s no longer enough to simply capture attention, you’ve got to work to keep it too. If you succeed, you have the opportunity to increase ad recall by almost 80%. But if you fail, ads will soon be forgotten and campaign effectiveness will drop.

Sounds like a quick win, but it isn’t always straightforward as marketing and advertising content has never been so saturated. Audiences are consuming more than 7 hours of screen time each day, and their attention is taking the hit. Today, the average adult attention span lasts only 8.25 seconds.

As one of the key themes at last year’s Cannes Lions Festival, ‘The Attention Economy’ is still hot on the agenda, especially in the world of media planning and measurement.

What's the answer?

Attention planning in media is more important than ever, however it’s crucial to understand what attention means, how to set the right KPIs, and how to measure it.

In this guide, we demystify attention in media and explore how prioritising and planning for attention from day one can grant brands the opportunity to build salience and get ahead of the competition.

We’ll explore the differences between attention, awareness and viewability, breakdown attention-based metrics and explore what attention means for media buying.

What’s inside

  • The case for attention
  • Attention, awareness and viewability – what comes next?
  • The rise of attention-based metrics
  • Attention and media buying
  • The impact on brand health

Attention planning is now marketing’s worst kept secret, but there’s still all to play for in the race for attention. Read the free report here to get ahead now.

Recent News

UM Best Year 2024 large

UM Central celebrates best year ever

UM Central ends 2024 on a high, after 12 months of growth, team expansion, and award-winning work.

Read more about this article
UM Drum 2024 large

Champions: UM Central at The Drum Awards

Our Birmingham, Bristol and London teams recently came together to celebrate at The Drum Awards ceremony for Media in London, and what an afternoon it was!

Read more about this article
1333303 Podcast assets website large Ep15

Podcast - Copilot wrote this title: AI-powered search unleashed with Microsoft

Amidst all the discussion around AI, there's one big area that is often overlooked - Search. Both frontend and backend, AI is changing the game when it comes to SEO and PPC, but what are the big challenges and opportunities?

Read more about this article