Havas Media Network is out with a new study which it claims is the first to explore the specific amounts of attention needed to drive desired brand outcomes, providing a foundation to implement attention metrics into media planning and buying tools. 

The Havas-commissioned study combines Lumen Research’s predictive attention models with Brand Metrics’ brand lift studies to understand the drivers of brand awareness, consideration, preference, and action intent.  

9,000 campaigns (5.6 million impressions) were evaluated.  

Six key learnings emerged:  

“We’ve seen significant progress in the prominence of attention since this relatively nascent discipline was first introduced five years ago,” stated Jon Waite, Global Managing Director of Mx, Havas Media Network London. “However, while there has been an abundance of scholarship in this area, adoption into media planning and buying has lagged. Our new study with Lumen Research and Brand Metrics bridges this gap, providing actionable insights into the specific attention required to achieve brand metrics, allowing us to implement attention into planning and activation tools like never before.” 

Click here to view the complete whitepaper.