UNcover Industry Insights

UNcover Attention

Unruly's Insights expert Alex Maguire explores the findings from a research project carried out by Unruly and Lumen Research on how to best align media buying with consumer attention, in order to deliver on branding and performance metrics.

"Attention to advertising is finite, fleeting - but extremely valuable. Understanding this allowed Unruly to take an existing video asset and boil it down to the essentials so that it would work harder in the time available. Interestingly, shortening the ad actually doubled the time people spent looking at it: less really is more. And the design tweaks Unruly deployed ended up increasing branded recall by 158%." - Mike Follett, Managing Director, Lumen Research.

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