Like viewability, attention is a hygiene factor for all outcomes, however attention is a quantifiable variable.
Attention is a powerful lever to make every Rand/Euro/Dollar, creative asset and media impression count.
Attention alone doesn’t equal success, though nothing equals success without attention. It is time to end “broken reach,” where humans and attention are indifferent, and replace it with “attentive reach”, where humans and attention qualify what is effective advertising.
Remembering that Attention effects decision making:
The promise of Attentive Reach
Attention changes the game. According to Forrester, 80% of Professional marketers are hungry for better customer attention data and 98% of respondents believe that attention metrics would drive value for their organizations.
Low-Cost CPM media investment does not drive ROAS for Brand Advertising
Attention is an immediate result required for any subsequent advertising outcome, including emotional response, which triggers memory and drives behaviour – let alone brand awareness, preference, sales and lifetime value.
The Fallacy of 'Broken Reach'
The CPM performance model presents a deceitful, short-term lens for advertising decisioning. Left unchecked, the lowest CPM model allows low quality impressions and fraud to thrive.
Attention is a human response, not an algorithmic one, which means investments qualified for attention are qualified for human resonance.
Why Does This Matter?
As the industry evolves, there's a clear shift from purely low-cost, CPM-driven strategies toward approaches that prioritize attention metrics—laying the foundation for long-term brand equity.
Prioritizing signals such as viewability, dwell time, and active attention has been shown to reinforce memory structures, drive brand preference, and ultimately lead to sustained sales growth.
To truly unlock the full potential of your media investments, it's essential to maximize Attentive Reach—the intersection of media placement and creative impact—ensuring that your campaigns not only reach audiences but genuinely hold their attention.
Ready to grab hold of user´s Attention?
Want to explore how Attentive Reach Planning can accelerate your brand’s growth?
Let’s talk! Our team at YDigital Media is here to help you craft compelling stories that drive real attention.