Maximising profit through attention: New insights for media leaders

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

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

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:

Enhanced Optimisation
Allowing real-time adjustments and pre-testing of creative, enabling brands to maximise ROI efficiently.

Psychological Insight
Adding depth to MMM, attention data reveals how consumer engagement drives success across channels.

Together, attention and MMM insights offer brands a clear, actionable path to sustained profitability.

Highlights

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

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