Brand size and message complexity decide whether you buy attentive reach or attentive time
PrinciplePaid Media
dentsu's attention quadrant maps brand size against message familiarity and complexity. Salience tasks with a familiar message favour cost-efficient shorter attention formats. Meaning and difference with an unfamiliar, complex message need investment in longer attention formats supported by shorter ones. A smaller brand with a familiar message launches with longer attention formats and scales with cheaper short ones.
Source
The Brand Reset: Capturing Sales and Brand Equity from Attention - dentsu, in partnership with Kantar and Lumen (2026)
dentsu with Kantar, Lumen and TVision; methodology and analysis Dan White, advisor Les Binet; foreword Will Swayne
p23, The Brand Reset, dentsu with Kantar and Lumen, April 2026
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