As marketers invest more heavily in short-form and social video platforms, understanding how Gen Z allocates attention has become increasingly important. This literature review examines what current research reveals about Gen Z’s attention across social feeds, short-form video, creator content, streaming and emerging formats. The evidence suggests that Gen Z attention is not necessarily shorter, but faster, more selective and highly dependent on platform context, creative execution and brand familiarity.
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The role that research plays in advertising has been known for decades. From creating a campaign plan, to measuring ad effectiveness, research is a key component of your advertising strategy. Yet, the process itself doesn't get much attention. So, what makes it all possible? Why have insights become more accessible than ever? Let's explore the benefits of research technology (ResTech) and its ability to provide research tools to nearly every industry. Content Featured by 
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What does “attention” really mean in today’s fragmented media landscape—and does more attention actually drive better results? In phase three of the ARF Attention Measurement Validation Initiative, real-world campaign data reveals where attention metrics align, where they diverge and how they relate to brand lift. The findings challenge assumptions and offer a more nuanced view of how attention works across channels, platforms and outcomes.
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The role that research plays in advertising has been known for decades. From creating a campaign plan, to measuring ad effectiveness, research is a key component of your advertising strategy. Yet, the process itself doesn't get much attention. So, what makes it all possible? Why have insights become more accessible than ever? Let's explore the benefits of research technology (ResTech) and its ability to provide research tools to nearly every industry. Content Featured by
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