As media multitasking becomes the norm rather than the exception, advertisers face growing challenges in capturing and sustaining audience attention. This research demonstrates that introducing unfamiliar cues—such as technical or uncommon terms—into ad content can trigger selective attention and meaningfully improve ad recall, but only when audiences are multitasking in ways that are congruent with the message. Across multiple experimental studies, the findings show how curiosity-driven engagement can help ads break through distraction and be remembered more effectively.
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A new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption.
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A new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption.
Read more »
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Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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