Dentsu Aegis Network

The Attention Economy Initiative

The Brief

Within the context of building a cross-media attention currency, the client wanted a deep understanding of how attention varies across different advertising contexts to use as a foundation for modelling a DAN Attention Score.

The work

Over 2018-2019, the Attention Economy Initiative was backed by a cross-section of TV broadcasters, social media and video-sharing platforms. The project was designed to challenge how the industry thinks about, measures, plans and trades media, based on a measure of attention.

We gathered screen data (viewability/time on screen/sound), eye-gaze tracking and Short Time Advertising Strength (STAS) measures from 17,000 video views in the UK, US and Australia (16 sets of data). This data, from over 3000, people enabled us to look deeper into the nature of low-attention processing and its relationship to sales.

The study uncovered some new learnings about low attention processing suggesting that we need to find a new way for advertisers to understand their media investment. Read about the project at Dentsu Aegis Network