Our research on consumer attention can help a wide range of participants from across the media landscape more effectively approach their biggest decisions and toughest pain points. Advertisers To date, the advertising industry has made significant investments in developing metrics that track consumers’ attention when engaging with an advertisement (for example, measuring eye movement, blink rate, biometrics, and direct actions with content, such as making a mouse movement). The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) have established a set of standards in response to growing demand for attention measurement, but results have been mixed. 11 The Advertising Research Foundation, for example, has found modest to minimal correlation between eye-tracking software and product sales. 12 The attention equation shows that while focus is important, holistic attention goes beyond eye movement and blink rate and, at a minimum, includes the job to be done. More closely aligned to the attention equation for advertising is resonance, as defined by advertising technology innovator Research Measurement Technologies. 13 Early empirical results show that resonance can help boost ad performance: If an advertisement resonates with a consumer (for example, a consumer thinks, “This ad is meant for me”), and the context in which it’s placed makes sense (for example, a funny ad appears alongside a funny show), the ad has a better chance of driving sales compared with an ad that doesn’t resonate. Attention—as measured by focus and the job to be done at the medium and program levels—adds a new dimension to resonance and, in turn, presents a new challenge to marketers: Does your advertisement match the focus and intent of consumption, especially given the need to reach both lower-attention and higher-attention segments? With that overarching question in mind, here are some key issues for advertisers to explore: — Driving resonance by matching the level of focus and the job to be done of the consumption . What’s the potential path forward to identify customers in different attention and engagement modes in different contexts? How can advertisers tailor ads based on the job to be done (love, education, connection, et cetera) of each medium? — Segmenting audiences by the most valuable blend of attention and commercial potential . How can advertisers segment consumers to include attention levels, ad receptivity, and consumption beliefs (for example, avidity of content lovers, immersion of interactivity enthusiasts) and personalize content accordingly? — Taking advantage of underpriced attention opportunities . Are there pockets of media or specific platforms (for instance, mobile gaming and video streaming) where the value of 11 D aniel Konstantinovic, “Attention measurement inches toward credibility with new IAB and MRC standards,” Emarketer, May 12, 2025. 12 A RF Attention Measurement Validation Initiative: Phase 2 Report (2nd Edition) , Advertising Research Foundation, June 24, 2024. 13 “ Ad-context resonance,” Research Measurement Technologies, accessed May 27, 2025. Key considerations for media stakeholders 20 The ‘attention equation’: Winning the right battles for consumer attention