Is Your Ads Reaching People?

75% of all viewable digital ads in her sample don't get any attention at all. This has got to have massive impact on both the de facto of this, which is the theme of our series and also efficiency. It's because you might be reaching people but if your ads are not getting attention, then are you actually having an impact? And this is a huge question that affects the way we think of both media effectiveness and creative effectiveness.