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White Paper

Exploring the relationship between brand outcomes and Attention Time

Exploring the relationship between brand outcomes and Attention Time

Exploring the relationship between brand outcomes and Attention Time

Playground XYZ
Pages 16 Pages

Playground XYZ’s study reveals that optimal—not maximal—attention drives better brand outcomes. Using data from 20,000+ participants and 1,800 ads, it shows that Attention Time boosts awareness, recall, and consideration, but varies by outcome. Creative quality, more than platform, determines effectiveness. Neuroscience confirms that engagement and memory encoding are shaped by creative, not channel. Larger brands need less attention due to existing recognition. Marketers should tailor creative to attention thresholds and choose platforms that efficiently meet them, maximizing ROI and campaign impact.

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