The False Economy of Attention

Short ads achieved on average a higher level of active attention than the brand ads did. But it's not like those short ads suddenly started to act like long ads. So they sold more, like they're more effective at doing what they were designed to do. It didn't mean that they had extra effects off the back of it. And so it's very much it's like attention delivers to campaign objectives,. It means that the campaign is much more likely to deliver against what it's been Designed to Do.