Can attention turn awareness into action?

Your customers are being bombarded by ads every single day. How can you cut through the clutter and turn attention into action for your brand?

Report / 2025

Despite being technically viewable, most ads fail to capture genuine attention—resulting in billions of dollars in wasted spend. In order to succeed, brands need to transform awareness into action.

Introducing Can attention turn awareness into action? – in partnership with mCanvas – the definitive guide to navigating the challenges and opportunities in ads today. This report outlines the leading methods for measuring attention and maps the funnel that turns engagement into lasting ad recall.

Included in this report:

The illusion of viewability: Find out why traditional metrics fall short.
Impact at a glance: Discover how interactive formats hold the key to unlocking impact.
The attention advantage: How interactive ad experiences capture higher attention.

Download this report if you want to:

Learn what truly drives attention—and action: Learn how shifting to attention-based metrics can drastically improve campaign effectiveness.
Get actionable strategies: Walk away with a clear, practical framework for optimising creative, format, and placement choices to maximise attention impact.
Future-proof your ad strategy: Stay ahead of evolving ad trends and prepare for a world where attention—not impressions—defines success.

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