In the digital age, 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, 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 also truly captures the consumer's attention and is seen?
The concept ofAttention EconomyIt was born as a solution to this problem. It is based on the idea that attention is a finite resource and, therefore, must 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 actual 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 focused on providing brands and advertisers with advanced tools to monitor and analyze real-time ad viewership, 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 most capture the audience's attention, enabling strategic adjustments in the creation and distribution of advertising pieces to enhance the visibility and impact of the messages.
Thinking about bringing this revolution to Brazil,BHalf Digital, a UNIK Group company specialized in representing foreign adtech solutions in the Latin American market, has entered into a strategic partnership withLumen Research,at the end of last year. Lumen Research is a pioneering company in measuring attention in digital advertising, using eye-tracking technology.eye tracking) and predictive modeling to understand how consumers interact with advertisements.
An example of success with 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 of441% conversion rate, 218% more qualified website visitsand a58% reduction in cost per share. These numbers demonstrate the power ofAttention Economymaking advertising more efficient and impactful, avoiding the waste of investment in unseen impressions.
“We are very excited about this partnership, which represents a significant step forward for the Brazilian advertising market. Now, advertisers will have access to a truly innovative solution, based on concrete 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.
