Abstract:

Brands spend billions of dollars a year on advertising worldwide, in an environment where it is harder to gain people?s attention, and also attribute how effective a brand?s advertising spend is.  In 2022, Dr. Karen Nelson-Field, CEO of Amplified Intelligence, Orlando Wood of System 1, and marketing effectiveness expert Peter Field warned of the ?triple jeopardy? of attention, which warns that dips in advertising effectiveness resulted from short-termism and the incorrect assumption of 100% attention being paid to every ad. Most ads are simply not reaching the attention threshold needed to affect consumer memory. With this backdrop, the market for consumer attention has become so competitive that attention can sometimes be regarded as a currency.  Thus, any way to use attention in order to maximise the impact of advertising spend is vital to the industry. Attention is the human-centric principle that determines whether people are really watching ads, both in terms of how long and how focused. Understanding real-world behaviours is critical to successful campaigns.