Is your brand’s budget struggling to ‘Hack the Attention Economy’?
Brands are unnecessarily wasting up to 66p in every £1 of their digital advertising spend. Is that you? A new report from our sister, VCCP Media, shows how some brands and media agencies are bucking this trend.
By Mark Hollander on Monday 26 May 2025
Last year, VCCP (our sister advertising agency) and Cowry Consulting (our sister behavioural science consultancy) launched a report called ‘Cracking the Memory Code’, centred around techniques brands need to employ today to be recalled in a world of increasing comms volumes - and dwindling attention spans.
This year VCCP Media have tackled the same challenge from a complementary angle: how to put memory to work in your media planning and buying. To achieve this they’ve partnered with one of the world’s leading authorities on attention measurement: Dr Karen Nelson-Field.
You can download the short, accessible and practical report: ‘Hacking the Attention Economy’ below. It shows how while 85% of digital ads receive less than 2.5 seconds of active attention, the report shows how ads can drive memory in just 1.5 seconds, when specific brand assets are used.
Might be one of the most valuable 15 work minutes of the week.
Yes, I want to read ‘Hacking the Attention Economy’
