Most ads get glanced at rather than pored over. So why doesn’t the creative or media-buying reflect how people actually interact with media?

Partner Content: Mike Follett, Managing Director of Lumen Research, asks is it possible to ensure – or even insure – attention to ads?

We will never ‘solve’ attention, or advertising. But we can learn more by acting in the world than by merely observing it. 

Partner Content: As we wave goodbye to the cookie, attention data is gaining more importance, writes Lumen’s MD.

Ads in one medium work harder if they are primed by previous ads, explains the MD of Lumen Research