Glossary
Attention
Also known as · Aufmerksamkeit, Attention Economy, Active Attention
Attention is the share of an advertisement that is actually looked at — a measure that separates real exposure from technical delivery.
Attention describes how much of an advertisement people actually look at, measured in seconds of eye contact rather than in impressions served. It separates what was delivered from what was perceived.
Why Attention matters
Viewability only confirms that an ad was technically on screen. Eye-tracking research shows that a large share of viewable advertising receives no meaningful attention at all, and that the same creative earns very different attention depending on platform and format.
Attention in practice
- Platforms differ systematically. Screen coverage, sound and skippability change attention more than creative alone.
- Attention links to outcomes. Above a threshold of seconds, memory and choice effects rise measurably.
- Reach is a means. Reach without attention buys impressions, not results.
Treating attention as a planning variable turns media quality from an assumption into something that can be compared and bought deliberately.
Source · Karen Nelson-Field, Amplified Intelligence
Related terms
Excess Share of Voice
Excess Share of Voice is the gap between a brand's share of advertising and its share of market — a reliable predictor of future growth.
System 1 and System 2
System 1 and System 2 describe two modes of thinking: one fast, automatic and emotional, the other slow, deliberate and effortful.