The emphasis on measurability in marketing has led to a rise in digital advertising formats in recent years, but the attention consumers pay to ads has shortened significantly. Research based on the IPA Databank has revealed a harsh truth: advertising has never been so ineffective. Advertising impressions are still sold as an opportunity to see content, rather than being based on whether anyone actually noticed the ads at all.
The new Screenforce Attention report offers an international perspective on the current state of attention research and on how advertisers are now using this key factor to make communication more effective.
The report provides interesting insights from experts across various sectors. Contributors include Andy Brown, Matt Green, Jon Waite, Sorin Patilinet and Karen Nelson-Field. They focused on several key points:
- Defining attention
- The role of attention measurement
- Diverse methods of measuring attention
- Current usage and development of attention as a metric
- TV vs. digital advertising
- The strengths of TV
- The future of attention
Defining attention
Experts agree that attention cannot be reduced merely to “watching”. Karen Nelson-Field distinguishes between active attention, which means full focus on an advertisement, and passive attention. The latter occurs when the viewer absorbs the message peripherally without fully concentrating on it. Both types of attention have value. Active attention triggers deeper cognitive processing, while passive attention strengthens long-term brand awareness. Jon Waite views attention as a measurable interaction: “Did someone actually look at the ad? How long did they look at it for?” Andy Brown points out that attention is not visual only — sound and other sensory stimuli also play an important role in television advertising. Matt Green understands attention as a continuum and describes advertising as “any level of engagement with the ad” — from a fleeting glimpse to sustained interest, with even a brief moment potentially being effective. Sorin Patilinet argues that attention is not only about capturing it, but also about sustaining it.
Great storytelling and emotional resonance can hold attention longer, creating deeper connections with the audience.
Sorin Patilinet
The common denominator among all the experts is the belief that attention is a multifaceted concept and that its value must be understood in the context of creative execution, the medium and the viewer’s situation. Advertisers should see attention as a dynamic process, not as a one-dimensional metric.
The role of attention measurement
According to Karen Nelson-Field, advertising that fails to capture attention cannot have any effect. Traditional metrics based on impressions or reach show only whether an ad was displayed to viewers, not whether anyone actually noticed or perceived it. Jon Waite, therefore, sees attention measurement as a way to remove the inefficiencies of marketing that solely focuses on cheap reach. Andy Brown warns against replacing older indicators — attention should be a supplement, not a replacement for GRPs or TRPs. Matt Green notes that the required level of attention varies: low attention can still yield results for established brands, but new entrants need higher levels of attention. Sorin Patilinet outlines how attention data can be used in practice: at Mars, they use it when testing storytelling and creative execution. It is not only about measurement, but also about optimisation — in other words, improving advertising based on the identified level of engagement.
Diverse methods of measuring attention
Common methods used today include eye-tracking. This involves tracking eye movement to determine where a person is looking — and for how long. This method is complemented by hybrid models that combine eye movement with other factors, such as context, screen size or ad placement. These are joined by neurometric approaches, such as measuring galvanic skin response, EEG or fMRI, which reveal emotional engagement. However, these methods are not yet practical for large-scale applications because of their high cost.
Combining biometric and contextual data provides a holistic view of engagement.
Matt Green
Experts see the future in predictive analytics and the use of artificial intelligence. Patilinet refers, among other things, to models that will make it possible to predict how long an advertisement will hold attention before the campaign is launched.
The development and current usage of attention
Digital media are ahead of television when it comes to attention metrics, while television is only just beginning to make full use of its potential. Karen Nelson-Field points out that traditional reach indicators are unable to capture the depth of engagement and calls for the modernisation of television metrics. Matt Green explains that although the digital environment enables detailed measurement thanks to data precision, it also faces problems such as fragmentation and the rapid decline of attention. Jon Waite cautioned against viewing attention as a “magic bullet”. In his view, attention is crucial, but it is only one piece of the puzzle. Sorin Patilinet stresses that attention must lead to action: “It’s not just about understanding whether people paid attention, it’s about using that information.”
TV vs. digital advertising
Andy Brown points out that television offers an emotional power that no other advertising medium has yet been able to surpass. A shared experience and an audiovisual format — this is a combination that digital platforms often struggle to replicate. Jon Waite says that digital advertising works with shorter formats and must maximise even brief interactions. Karen Nelson-Field sees the ideal situation as a combination of both worlds — television advertising is ideal for brand building, while digital is suited to immediate impact. Matt Green emphasises that attention metrics make it possible to optimise the media mix and ensure that the two media complement each other effectively.
TV excels at creating a connection with the audience that lasts beyond the duration of the ad.
Karen Nelson-Field
Sorin Patilinet argues that each medium requires a different style of storytelling and that attention data helps to find the right tone for each one. Experts agree that television should be used for brand building and creating sustained emotional engagement, while digital advertising should be used to achieve immediate engagement and personalised calls to action. At the same time, it is necessary to measure attention across platforms to unify communication and optimise the budget.
Television is the champion of attention
Television still has a unique ability to hold attention thanks to storytelling, emotion and audio component. Karen Nelson-Field emphasises that even passive television viewing leads to long-term brand recall. Andy Brown highlights the importance of the soundtrack: “Audio component is a critical yet often overlooked element of attention.” Matt Green adds that attention metrics can help television modernise and better quantify its true value.
The future of attention
The future of attention in advertising lies in refining its measurement, standardising its use across platforms and addressing the ethical and practical challenges that come with it. Karen Nelson-Field predicts a revolution in the measurement of passive attention through biometric data and neurotechnologies. Sorin Patilinet is betting on predictive models that will help with campaign planning. Andy Brown warns that without standardisation there is a risk of fragmentation and loss of credibility — terminology and methodology need to be unified. Jon Waite adds that education and common metrics are key to their adoption in practice. Matt Green warns of the ethical risks associated with AI and privacy protection — innovation must go hand in hand with transparency.
We need a unified approach that allows advertisers to compare attention data seamlessly.
Jon Waite
Attention is the key to commercial success
Attention metrics are now entering every stage of the advertising cycle — from creative development to the planning process. The Screenforce Attention study shows that attention is now the most valuable currency in advertising.
It is not just another metric — it is a strategic asset that connects creativity, media and business results. A brand that can measure, understand and use attention will benefit from more effective campaigns and greater audience trust.
The findings from this Finnish report are confirmed by attention data available from other countries. Attention is undoubtedly a key asset not only across advertising channels but also across nations. It is therefore clear that television, which has an unrivalled lead over other media in attention paid to advertising, will always be advertisers’ number one choice.
Source: screenforce.fi