Attention obviously matters to advertising, with strong evidence that high-attention media supercharges the creative that runs on it. Ads on high-attention media also enjoy some of the effects of that media, with news brands’ perceptions of quality, trust, and awareness one of the most important services they confer on advertisers – all critical to driving advertising profitability.
From lip gloss phone cases to tequila keychains, brands are creating products meant to hold and display their products to build awareness and affinity.
High-attention media campaigns deliver significantly better business outcomes compared with low-attention ones, according to a study from news publishing marketing body Newsworks, attention measurement company Lumen and effectiveness expert Peter Field. It found that media campaigns in high-attention formats boost market share by 12%, thanks in part to a 17% uplift in brand effects.
Every agency has access to the same DSPs, the same optimization algorithms and the same measurement tools, which means that true competitive advantage becomes nearly impossible to achieve. For agencies willing to invest strategically in technology, building proprietary capabilities isn’t a distraction from their core business; it’s an evolution that can help them deliver better outcomes for clients.
A new SAS study shows marketing is leading enterprise adoption of generative AI, with ROI soaring but governance still lagging behind.
German research study demonstrates digital outdoor advertising effectiveness in combination with TV and online video, establishing concrete planning metrics for marketers.
Home / Resources / VML Report | The Future Shopper 2025: Key Trends Shaping E-Commerce.
Second season premieres on Bravo Africa on 11 October at 6pm.
Fans will have access to the two 24-hour linear ESPN channels that showcase the very best live and studio sports programming from the US and around the world, spanning major leagues and iconic competitions.
While conventional marketing wisdom suggests that brand loyalty runs deep, the fifth annual Township CX Report, produced by Rogerwilco with Field & Insights Africa and MoyaApp, shows a different picture.