With attention time, More is More

Research from Havas Media Network, Lumen Research, and Brand Metrics has confirmed the importance of attention time in advertising.

The study finds that aggregate attention time (total accumulated time across multiple exposures) is the crucial metric for advertising effectiveness, rather than individual exposure duration.

Some key findings from their research:

• More attention leads to increased awareness, consideration, preference, and intent

• Individual display ads averaged less than 0.8 seconds of attention

• There's a minimum threshold of 0.5 seconds per display ad for effectiveness

• Different marketing objectives require different amounts of aggregate attention:

  • 1% increase in awareness needs about 1 second

  • 1% increase in preference needs about 2 seconds

  • 1% increase in purchase intent needs about 10 seconds

https://us.themedialeader.com/2024/09/19/time-to-pay-attention-to-attention/