In the digital age, advertising faces a well-known challenge: ensuring that ads are effectively seen by the target audience. Studies from Lumen Research indicate that a significant portion of online ads are simply not seen by users, whether due to their placement on the page, the speed at 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 not only appears on the screen but actually captures the consumer’s attention and is seen?
The concept of Attention Economy emerged 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 by metrics such as 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 is to provide brands and advertisers with advanced tools to monitor and analyze real-time ad viewability, enabling the use of precise attention metrics for campaign optimization and reduction of ineffective impressions. With technologies that assess user behavior, it is possible to identify the creative elements and placements that best capture the audience’s gaze, allowing strategic adjustments in the creation and distribution of advertising materials to enhance visibility and message impact.
Looking to bring this revolution to Brazil, BHalf Digital, a company from the UNIK Group specialized in representing foreign adtech solutions in the Latin American market, formed 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 (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 optimized its advertising based on user attention. As a result, the campaign recorded an increase of 441% in conversion rate, 218% more qualified website visits and a 58% reduction in cost per action. These numbers demonstrate the power of 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 concrete data, which 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.
