Invisible advertising? Why most online ads are not seen

In the digital age, advertising faces a well-known challenge: ensuring that ads are effectively seen by the target audience. Studies by Lumen Research point out that a significant portion of online ads are simply not seen by users, whether due to the location 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 actually captures consumer attention and is seen?

The concept of Attention Economy 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 of Attention Economy it is offering brands and advertisers advanced tools to monitor and analyze the real time of viewing ads, allowing the use of accurate metrics of attention for optimization of campaigns and reduction of ineffective impressions. With technologies that evaluate user behavior, it is possible to identify the creative elements and positions that most capture the public eye, providing strategic adjustments in the creation and distribution of advertising pieces to enhance the visibility and impact of messages.

Thinking of bringing this revolution to Brazil, the Digital BHalf, a UNIK Group company specialized in representing foreign adtech solutions in the Latin American market, has 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 (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 the attention of users. As a result, the campaign has registered an increase in 441% in conversion rate, 218% plus qualified site visits and one 58% reduction in cost per share. These numbers demonstrate the power of Attention Economy in making advertising more efficient and impactful, avoiding the waste of investment in unseen impressions. 

“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, which has the potential to maximize 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.” patricia Abrell, Managing Director of BHalf Digital said.