Attention in Advertising: New study challenges conventional wisdom

A study by Kantar, a well-known data and insights company, was released yesterday, challenging traditional views on how attention affects the effectiveness of advertising. The research conducted by Duncan Southgate, Senior Director of Global Creative at Kantar, examines how, when, and where attention impacts media and creative effectiveness in brand-building campaigns.

The study analyzes data from 873 multi-media campaigns representing over $3.2 billion in media spend across a five-year period. It combines Kantar’s global LIFT+ database of cross-media effectiveness with attention data from Lumen research to provide a comprehensive view of the relationship between attention, brand contributions, and cost-effectiveness across various channels.

One of the most surprising findings of the study is that overall channel attention levels do not directly correlate with channel-level brand contributions or cost-effectiveness. This challenges the common assumption that maximizing attention should be the primary goal of media planning and suggests that some advertisers may be overinvesting in high-attention media placements.

According to Peter Buckley, Connection Planning Director at Meta, who commented on the study in a LinkedIn post, “Some advertisers are buying too much attention.” This counterintuitive conclusion has significant implications for how brands allocate their advertising budgets and design their media strategies.

The research identifies several key reasons why attention doesn’t always correlate with cost-effective brand building:

Attention needs vary by brand: Some brands require high levels of attention for their ads to be effective, while others can achieve significant impact with less attention.

Attention cost disparities: Not all attention is priced equally. Gaining 20% more attention at a 50% higher cost may not be economically viable.

Attention efficiency differences: The return on attention can vary significantly across formats and channels. Some media types are more “attentionally efficient” than others.

Mixed attention strategies: Even within a single campaign, a combination of high and low attention assets can be more effective than uniformly high attention placements.

Quality of attention matters: There is a crucial distinction between passive attention (eyes on screen) and active attention (emotional engagement), which isn’t solely determined by duration.

The study also reveals intriguing channel-specific insights. Television, despite having good average attention levels and the highest overall contribution to brand metrics, shows lower cost-effectiveness compared to digital channels. This is largely attributed to TV’s disproportionately high share of media investment in many campaigns, with Kantar clients still spending an average of just over 50% of their total media investment on TV.

In contrast, digital channels, including platforms like Meta (Facebook and Instagram) and YouTube, demonstrate higher cost-effectiveness in building brands, despite having relatively lower attention levels. Meta, in particular, was found to be 66% more cost-effective overall at building brands compared to the average channel, with particular strength in driving short-term purchase intent and longer-term meaningful difference.

The research emphasizes the importance of a balanced media mix, cautioning against overreliance on a single channel. Campaigns with more evenly distributed media spend across different channels generally perform better. This finding challenges the common practice of allocating a majority of the budget to television advertising.

From a creative perspective, the study highlights the importance of tailoring content to specific channels and contexts. Brands are advised to prioritize active attention over passive attention, but ultimately to optimize for outcomes rather than attention metrics alone. The research showcases examples of effective creative strategies, including Kahlua’s 15-second Facebook video featuring Salma Hayek, which demonstrated strong ability to drive both short-term sales and long-term equity.

The study also underscores the value of distinctive brand assets in capturing and retaining attention. Timberland’s This is not a boot Instagram ad and Netflix’s nostalgic farewell ad featuring the iconic red envelope are cited as examples of creatives that effectively leverage brand assets to engage viewers and build strong associations.

Kantar’s Attention Framework, which incorporates facial coding with eye tracking, is presented as a comprehensive method for observing and diagnosing attention at scale. This framework aligns with industry-standard metric definitions identified by the Advertising Research Foundation’s (ARF) attention validation initiative.

The research draws on neuroscience principles, particularly the work of Daniel Kahneman, to explain why the duration of exposure doesn’t always correlate with memory strength or brand impact. This aligns with the concept of “duration neglect,” which suggests that the length of an experience doesn’t necessarily determine its overall impact on memory.

Peter Buckley’s LinkedIn post highlights an example from Kahneman’s work: “Seeing someone else kiss your partner for a millisecond would create a very strong memory, it certainly wouldn’t take 2.5 seconds to have an impact.” This vivid illustration underscores the complex relationship between attention duration and emotional impact.

The implications of this research are significant for the advertising industry. It suggests that marketers should move beyond simplistic attention optimization strategies and instead focus on a more nuanced approach that considers the specific needs of their brand, the cost-effectiveness of different channels, and the quality of attention being captured.

This research from Kantar provides a valuable framework for marketers to reassess their strategies and optimize their media and creative efforts. By understanding the complex relationship between attention, media placement, creative execution, and brand outcomes, advertisers can make more informed decisions that lead to more effective and efficient campaigns.

The findings of this study are likely to spark further discussion and research in the advertising industry. As attention measurement techniques continue to advance and more data becomes available, it will be crucial for marketers to stay informed about the latest insights and best practices in this area.

In conclusion, while attention remains an important factor in advertising effectiveness, this research demonstrates that it is just one piece of a larger puzzle. Successful brand-building requires a holistic approach that considers attention alongside other key factors such as creative quality, media mix, audience targeting, and overall campaign strategy. By adopting a more nuanced understanding of attention’s role in advertising, marketers can create more impactful campaigns that deliver better results for their brands.

The Kantar study serves as a reminder that in the complex world of advertising, simple rules of thumb often fall short. Instead, marketers must embrace the complexity, leveraging data and insights to craft strategies that are tailored to their specific brand needs and market conditions. As the industry continues to grapple with the challenges of capturing and monetizing consumer attention, studies like this one from Kantar will play a crucial role in shaping the future of advertising strategy and measurement.