How to leverage selective attention to boost engagement on the Open Web
Posted: Wed Jan 22, 2025 6:51 am
While the volume of online content continues to grow exponentially, the hours available in a day remain the same. This means that brands have a narrower window of opportunity to capture audience attention, and it is no longer enough to simply broadcast a message and hope it resonates. To achieve real impact, brands must understand the concept of “selective attention” – the process by which consumers focus on the message and filter out the distractions around them.
Selective attention is determined by context and relevance, as audiences choose where to direct their attention. For brands, it represents the powerful triad of environment, technology and experience to connect with them. Our Attention & Interaction Media Kit is a concise and valuable guide for anyone looking to revamp their branding strategy, with case studies demonstrating how brands are leveraging the open web to transform attention into results.
Download the Media Kit
What has led to more attention being paid to multi-channel marketing?
For the first time since 2014, spending outside of walled gardens surpassed 50% of total ad spending in the US, and it continues to grow. As consumers spend the majority of their time interacting with content via the open web, it is becoming increasingly valuable for advertisers to capture the targeted attention of their audiences in this space.
Breaking down the data a little further, advertiser demand for top open web destin media directors email database ations has grown faster (49%) than for the rest of the open web overall (25%). This puts a spotlight on premium environments for brands as they align with consumer preferences for this type of content. In fact, Adelaide’s benchmarks show that attention metrics are positively impacted by environment, with branded open web solutions like Onyx attracting 45% more attention on average than most social platforms.
How to capture attention in advertising?
As much as premium environments are important for reaching audiences where they are most likely to pay attention, high-attention placements within premium publisher pages further elevate that environment to get maximum attention.
This is, in part, what makes Onyx a differentiated offering for brands to strategically position their content, leveraging both environment and placement to better capture attention. Measured and verified by Adelaide, Onyx’s positioning consistently delivers higher attention compared to the market average with:
53% more attention than standard display banners
20% more attention compared to other high-impact rich media experiences
19% more attention compared to the online video reference benchmark
This attention marketing example demonstrates how environment and location can engage audiences through the Ad Council’s effort to raise awareness about higher education classes via a campaign run in high-attention placements across major U.S. publishers.
Selective attention is determined by context and relevance, as audiences choose where to direct their attention. For brands, it represents the powerful triad of environment, technology and experience to connect with them. Our Attention & Interaction Media Kit is a concise and valuable guide for anyone looking to revamp their branding strategy, with case studies demonstrating how brands are leveraging the open web to transform attention into results.
Download the Media Kit
What has led to more attention being paid to multi-channel marketing?
For the first time since 2014, spending outside of walled gardens surpassed 50% of total ad spending in the US, and it continues to grow. As consumers spend the majority of their time interacting with content via the open web, it is becoming increasingly valuable for advertisers to capture the targeted attention of their audiences in this space.
Breaking down the data a little further, advertiser demand for top open web destin media directors email database ations has grown faster (49%) than for the rest of the open web overall (25%). This puts a spotlight on premium environments for brands as they align with consumer preferences for this type of content. In fact, Adelaide’s benchmarks show that attention metrics are positively impacted by environment, with branded open web solutions like Onyx attracting 45% more attention on average than most social platforms.
How to capture attention in advertising?
As much as premium environments are important for reaching audiences where they are most likely to pay attention, high-attention placements within premium publisher pages further elevate that environment to get maximum attention.
This is, in part, what makes Onyx a differentiated offering for brands to strategically position their content, leveraging both environment and placement to better capture attention. Measured and verified by Adelaide, Onyx’s positioning consistently delivers higher attention compared to the market average with:
53% more attention than standard display banners
20% more attention compared to other high-impact rich media experiences
19% more attention compared to the online video reference benchmark
This attention marketing example demonstrates how environment and location can engage audiences through the Ad Council’s effort to raise awareness about higher education classes via a campaign run in high-attention placements across major U.S. publishers.