The primary objective of any campaign is to elicit a reaction. It could drive traffic to a website, boost sales or raise brand awareness. But none of that is possible if the audience isn’t actually absorbing the pertinent information – ie they’re not paying attention to your ad – which effectively means budget is being wasted.
Attention is a precious commodity in advertising. Without it, brands get ignored, and products and services go unsold. Getting ‘eyes on the prize’ is vital for brands, as there is a proven relationship between attention, short- and long-term brand performance, and mental availability – in other words, when a customer thinks of a brand while considering a purchase.