By Mike Follett, CEO at Lumen Research
Chapter 8 of Daniel Kahneman’s Attention and Effort (1973) sheds light on a fundamental challenge for advertisers: divided attention is a recipe for failure.
Kahneman demonstrated that our cognitive resources are finite, and when attention is split among competing stimuli, performance—whether on tasks or processing information—inevitably suffers.
In advertising, this truth plays out on cluttered websites, where your ad fights for attention against an overwhelming array of distractions: flashy banners, autoplay videos, and endless content. The result? Ads that are viewable but not viewed, and campaigns that underdeliver. It’s not that your creative isn’t working; it’s that the human brain simply can’t cope with the chaos.
At Lumen Research, we see this every day in our attention studies. Clutter dilutes impact. When brands vie for attention in overcrowded environments, they don’t just compete—they lose.
Kahneman’s insights aren’t just theoretical; they’re a call to action for advertisers to focus on high-attention environments.
To ensure your media spend doesn’t get lost in the noise, adopt these three attention-first principles:
1️⃣ Prioritize Attention-Rich Contexts: Seek out platforms and placements designed to reduce distractions. Ads in clean, well-curated environments deliver exponentially better results.
2️⃣ Focus on Quality, Not Quantity: Overloading with impressions on cluttered pages doesn’t work. A few impactful placements in low-clutter environments will win the attention game.
3️⃣ Use Attention Metrics: Move beyond reach and clicks. Measure true engagement—how long people actually focus on your ads—and optimize accordingly.
Kahneman’s research is clear: divided attention equals diminished impact. Let’s apply his lessons to advertising and ensure we invest where attention thrives.
How are you ensuring your ads cut through? Let’s collaborate and rethink attention together.
Sources:
Attention and Effort: https://books.google.co.uk/books/about/Attention_and_Effort.html?id=tkvuAAAAMAAJ&redir_esc=y