Eighty-five percent of digital ads receive attention for less than 2.5 seconds, failing to secure mental availability necessary for memory retention. Successful brands utilize distinctive assets like recognizable shapes, sounds, or characters developed over time. In an attention economy dominated by algorithms prioritizing content volume and variety, achieving sustained consumer engagement is increasingly difficult. While these intangible assets are crucial for brand visibility, their value remains difficult to measure, leading many brands to invest heavily in less effective low-attention environments.
Eighty-five percent of digital ads hold our attention for less than 2.5 seconds. This is below the threshold for driving mental availability, or memory.
Brands often fail to recognize the importance of distinctive assets such as shapes, sounds, or characters that live in consumers' brains.
The attention economy is dominated by algorithms focused on content volume, making it challenging for brands to gain attention amidst TikTok dances and catchy ASMR videos.
Despite the importance of intangible brand assets, there is difficulty in objectively proving their value, leading brands to pour cash into low-attention environments.
Collection
[
|
...
]