In the digital era, advertising faces a well-known challenge: ensuring that ads are effectively seen by the target audience. Lumen Research studies indicate that a significant portion of online ads simply go unnoticed by users, either due to their placement on the page, how quickly 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 not only appears on the screen but really captures the consumer’s attention and is seen?
The concept of the Attention Economy was born as a solution to this issue. It is based on the idea that attention is a finite resource and, therefore, should be measured and optimized to ensure that advertising investments are truly effective. Digital advertising has traditionally been evaluated based on metrics like impressions and clicks, but these approaches do not 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 of Attention Economy aims to provide brands and advertisers with advanced tools to monitor and analyze real-time ad viewing, enabling the use of precise attention metrics for campaign optimization and reducing ineffective impressions. With technologies that evaluate user behavior, it is possible to identify the creative elements and placements that capture the public’s gaze the most, providing strategic adjustments in the creation and distribution of advertising pieces to enhance visibility and message impact.
Thinking of bringing this revolution to Brazil, BHalf Digital, a company of Grupo UNIK specialized in representing foreign adtech solutions in the Latin American market, entered into a strategic partnership with Lumen Research at the end of last year. Lumen Research is a pioneer in measuring attention in digital advertising, using eye-tracking technology and predictive modeling to understand how consumers interact with ads.
An example of success from this approach is the case of a European automotive brand that optimized its advertising based on user attention. As a result, the campaign saw an 441% increase in conversion rate, 218% more qualified website visits, and a 58% reduction in cost per action. These numbers showcase the power of the Attention Economy in making advertising more efficient and impactful, avoiding wasted investment in unseen impressions.
“We are very excited about this partnership, which represents a significant advancement for the Brazilian advertising market. Now, advertisers will have access to a truly innovative solution, based on solid data, that has the potential to maximize the effectiveness of their campaigns. With the adoption of the 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.
