Everyone in the industry is talking about attention.

There’s significant evidence to show attention leads to better performing advertising.

Without attention, ads can’t create an impact.

It’d be like a tree falling in a forest with nobody around to hear it, no sound is made, and nobody notices the event and change which took place.

The first step in driving effective advertising is ensuring that budget is going to high-attention environments.

The best example of this is the cinema.

Sitting in a dark room, with no phones, surround sound, and all eyes glued onto the big screen.

For marketers, the aim is to find moments like this, when all attention is on the ad placement.

This is easier on TV and YouTube, where viewers have nothing on the screen but the advert in view.

Across social feeds and display ads on the web, it’s easy to look away and miss these ads, with them having to compete for attention against everything else on the screen.

This needs to be taken into consideration, with different creatives for different methods of media.

Attention only gets users to look at the ad.

It’s then the job of the creative to make a lasting impact.

Without attention, ads cannot have an emotional impact, and without emotion, brands can’t be built for the long term.

For emotion-led ads to have the maximum impact, they need to be paired with media that effectively holds attention.

Media should be the driving factor when trying to drive attention, but it's the creative that can make all the difference.

It’s the creative that can nudge attention seconds towards the upper boundary in terms of the seconds watched.

People don't pay attention to media.

They pay attention to creative use of media.