As the quality of ad attentiveness becomes more important to advertisers, it's worth delving into the science a bit more, and the place to go for science in our industry is the Advertising Research Foundation (ARF). ARF Executive Vice President Research Horst Stipp had come out of a brilliant career at NBC where he had studied ad attentiveness for years. But then in 2018 he became especially interested in the subject and performed a meta-analysis of dozens of studies. He presented his conclusions in a paper in the Journal of Advertising Research in which he concluded that there are two specific media strategies that agencies and advertisers can use to gain more attention for their ads.
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