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Attention Is the Most Misunderstood Metric in Advertising
Дата публикации: 15-07-2026 04:00:00

Attention in advertising may be measured after a campaign runs, but research suggests it must be designed into creative from the start. Kantar finds creative quality drives 50 percent of brand impact, raising the stakes for how marketers approach every ad they build.

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Your media buy gets you close — creative closes the gap

By Jonathan Frohlinger  &nbsp July 15, 2026    

Attention in advertising may be measured after a campaign runs, but research suggests it must be designed into creative from the start. Kantar finds creative quality drives 50 percent of brand impact, raising the stakes for how marketers approach every ad they build.

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