In the digital age, advertising faces a well-known challenge: ensuring that advertisements are effectively seen by the target audience. Studies by Lumen Research point to, that a significant portion of online ads are simply not seen by users, is due to the location on the page, the speed with which they are ignored or even the use of ad blockers. This raises a fundamental question for brands and advertisers: how to ensure that an ad doesn't just appear on the screen, But it really captures the consumer's attention and is seen
The concept ofAttention EconomyIt was born as a solution to this problem.. It's based on the idea that attention is a finite resource and, therefore, must be measured and optimised to ensure that advertising investments are truly effective. Digital advertising, traditionally, has been evaluated by metrics such as impressions and clicks, But these approaches don't always reflect the real impact of an ad.. Measuring user attention allows brands to better understand how their ads are being consumed and make adjustments to maximize engagement and conversion
The concept ofAttention Economyis offering brands and advertisers advanced tools to monitor and analyze real-time ad viewing, allowing the use of accurate attention metrics to optimise campaigns and reduce ineffective impressions. With technologies that evaluate user behavior, it is possible to identify the creative elements and positions that most capture the audience's eye, providing strategic adjustments in the creation and distribution of advertising pieces to maximise the visibility and impact of messages
Thinking of bringing this revolution to Brazil, a BHalf Digital, a company of the UNIK Group specialising in the representation of foreign adtech solutions on the Latin American market, has entered into a strategic partnership with theLumen ResearchAt the end of last year. Lumen Research is a pioneer in measuring attention in digital advertising., using eye-tracking technology (eye tracking) and predictive modeling to understand how consumers interact with ads.
A successful example of this approach is the case of a European automotive brand that optimised its advertising based on users' attention. As a result, The campaign recorded an increase of441% conversion rate, 218% more qualified website visitsand a58% reduction in cost per share. These numbers demonstrate the power ofAttention Economyin making advertising more efficient and impactful, avoiding the waste of investment in unseen prints.
We are very excited about this partnership, which represents a significant advance for the Brazilian advertising market. Now, advertisers will have access to a truly innovative solution, based on concrete data, that have the potential to maximise the effectiveness of their campaigns. With the adoption of Attention Economy, We are taking digital advertising in Brazil to a new level, more efficient and focused on real results.”said Patricia Abrell, Managing Director of BHalf Digital.
