The Power of Contextual in the Attention Economy

In an increasingly privacy-first world, brands are being pushed to figure out effective ways around new restrictions to bring meaningful content to users – that’s where contextual comes in.

Attention is extremely valuable, not only helping brands generate breakthroughs and engage with consumers, but it is also directly related to their sales figures. Simply put: more attention ultimately means more sales.

As participants were exposed to various ad formats, eye-tracking technology was utilized to calculate the actual attention levels driven by each ad. Finally, an in-depth questionnaire was issued to assess recall, attitude toward brands, recommendation, and intent to purchase.