Les Binet on what the study changed: "The Brand Reset has re-legitimized long-term brand building in digital video. It has shown that attention quality matters, not just impressions. It suggests that voluntary attention is more powerful than forced exposure. It gives planners a psychologically coherent way to think about modern video effects."

QuotePaid Media

"The Brand Reset has re-legitimized long-term brand building in digital video. It has shown that attention quality matters, not just impressions. It suggests that voluntary attention is more powerful than forced exposure. It gives planners a psychologically coherent way to think about modern video effects."
— Les Binet on what the study changed

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

p26, The Brand Reset, dentsu with Kantar and Lumen, April 2026

Go to the original

More on paid media More on brand strategy

More from this source

StatA single video exposure is projected to still be producing sales three years later StatThe same exposure that builds the brand also moves sales in the next three months StatDigital video builds brands over years, and Linear TV still builds them harder PrincipleShort-form formats win on cost per point of long-term lift, not on the size of the lift StatConnected TV now delivers roughly three quarters of Linear TV's long-term brand effect WarningCTV closing the gap is not the same as Linear TV losing its job StatHalf of marketing leaders cannot tell whether CTV works as well as Linear TV StatTwo in five CMOs cannot measure the efficiency of next-gen video at all PrincipleSkippable ads start weaker than non-skippable ones and then overtake them PrincipleAttention someone chose to give is worth more than attention you made them give PrinciplePlan video by skippable versus non-skippable, not by screen size or channel StatAttention stops paying its way after about twenty seconds