Attention in advertising

What We’re Learning About Attention in Advertising

Attention. A buzzword in the advertising industry that everyone agrees is crucial, yet still feels difficult to truly capture. We’re kicking things off by sharing a few insights that have sparked our thinking lately: some fresh perspectives on attention and how it relates to modern advertising.

Here’s some facts that have recently caught our eye.

We’re exposed to far more ads than we realise.

One of our favourite questions to ask partners is: “How many ads do you think you see each day?” Most people underestimate the number but research suggests we’re exposed to anywhere between 4,000 and 10,000 ads per day.

Ron Marshall, founder of Red Crow Marketing, once dismissed that estimate as unrealistic. But after spending a day consciously counting, he realized he had already seen nearly 500 brand messages before finishing breakfast.

Like Marshall, many of us don’t feel like we see that many ads, likely because we’ve learned to tune them out. Attention is scarce, and countless brands are competing for it.

Interactivity helps hold attention longer.

A study by IPG Media Lab, MAGNA, and Yahoo found that interactive ads hold attention 49% longer than non-interactive ones. Whether a consumer is familiar with a brand or not, features like product carousels and tappable elements can make an ad more engaging, increasing the chance they’ll absorb your message and consider making a purchase.

But interactivity alone isn’t enough. The same study found that 54% of users who didn’t interact with an ad said it was because they didn’t realise they could. This highlights the need and importance of clear calls to action (CTA) to effectively draw users in.

Embracing short attention spans can drive conversions.

Understanding that attention is fleeting can lead to smarter user experiences. For example, research shows that adding one-click checkout can increase a retailer’s average customer spending by 28.5%.

By shortening both the message and the path to purchase, brands reduce the risk of losing consumers to distractions, and make it easier for them to act while they’re still engaged.

Lovitlocal’s Thoughts

If attention is the new currency in advertising, then how we earn and spend it matters. At Lovitlocal, we design ads that don’t just get seen, they get noticed and drive engagement.

By placing your message in a targeted community hub where shoppers are already engaged, your business stands out without needing to shout. Even better, your ads appear in front of thousands of local shoppers every month at an incredibly competitive CPM (Cost per 1000 views) of just £0.59–£1.15 making Lovitlocal up to 5–10x more cost-effective than similar advertising options.

Smarter placement. Stronger impact. Real attention that delivers results.