Maximising Profit through Attention: New Insights for Media Leaders

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Ebiquity and Lumen have partnered to reveal the impact of consumer attention on advertising effectiveness, showing a strong correlation between attentive seconds and incremental profit across media channels.

As attention metrics mature, Ebiquity and Lumen demonstrate how integrating these metrics into media planning can offer brands a tangible edge in driving profit. Download this groundbreaking study and discover how attention-based planning can directly boost your ROI.

KEY FINDINGS

Attention is as a powerful leading indicator for advertising profitability
Variations in attention cost efficiency highlight new opportunities for strategic media investment
Combining MMM with Attention insights reveals the why behind the ROI and accelerates profitability

// What we've discovered and suggest

Key Findings

Strong Correlation Between Attention and Profitability: A channel’s average incremental profit per 1,000 impressions is closely aligned with the attentive seconds it captures, demonstrating a direct relationship between consumer attention and profit impact.
Strategic Precision with Attention Insights: Integrating attention data with MMM sharpens brands’ ability to connect consumer engagement with profit outcomes, aligning overarching strategy with data-driven, precise media execution for maximised ROI.
Attention as a Planning Guide: Analysing the cost per 1,000 attentive seconds, the study shows that while media costs often reflect attention value, they don’t fully account for it, highlighting strategic investment opportunities

// Maximise ROI

Attention as a Leading Indicator for Profit

In partnership with Lumen, Ebiquity’s modelling highlights attention as a key indicator of profitability. Using attention data as a leading indicator unlocks: