Attention types are strongest when combined
Our research found that combining two or more attention types increases the length of time spent on your content and drives better brand results, including purchase intent. Like my favorite boy bands from the ’90s, they work best when singing together.
In our study, we found that when using two or more attention types, 71% of our panel were willing to spend over 2 minutes with a brand’s activity, no matter if it’s a celebrity partnership, shopping online, or yes, even an ad. That’s over 2 minutes harnessed in a crowded space, competing with cute cat videos, Slacks from your boss, and nonstop news notifications.
And for those wondering, The Sopranos hits all four attention types, which is probably why I’ve watched the whole thing twice now.
Building the attention framework into your creative process
The Attention Framework is not another robotic, mandatory checklist or another process to be implemented. Instead, it’s an additive tool that builds on and articulates creative intuition. And better yet, it is shown to ensure effectiveness, helping us make work that actually works.
When using the framework in creative briefs, reviews, and even external pitches, it gets us to the good questions and aha moments. For example, this concept takes the expected thing, and flips it on its head—that’s cognitive attention. But to make it even stronger, how could we combine it with another attention type? Or, we know we love an idea … but why? Well, because it hits on not one but three of the attention levers. Now that’s powerful.
Creatives today are asked for more, for bigger, for better—and sometimes to do it all in less time. This practical framework determines not only if an idea is good, but also why. It helps us make more elevated, effective work that actually breaks through.