Active attention
DefinitionCreative Strategy
Active attention
Attention actually paid to an ad - eyes on the creative - as opposed to the ad merely being on screen and 'viewable'. Measured with eye tracking; a few seconds of active attention predict memory and sales effects that thousands of technically viewable impressions do not.
Evidence from the library
+21% at 5s, +13% at 10sAttention accumulated across repeated short exposures converts better than the same seconds in one impressionStat<2.5sSocial ads are watched for less than three secondsStatAttention someone chose to give is worth more than attention you made them givePrinciple20 secondsAttention stops paying its way after about twenty secondsStatSkippable ads start weaker than non-skippable ones and then overtake themPrinciple
Related marketing laws
Source
Marketing Definitions
Karen Nelson-Field, The Attention Economy and How Media Works (2020)
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