We now have the clearest evidence to date that attention drives brand outcomes—and the implications for digital strategy are huge.
In the largest study of its kind, Lumen Research, Havas Media Network, and Brand Metrics analyzed 9,000 brand lift studies to explore the link between attention and memory in digital campaigns.
📊 The results? Jaw-dropping.
Let’s break it down:
🔥 Key Findings:
- Attention time is the best predictor of brand preference and intent.
- Aggregate attention time matters more than just reach.
- Frequency boosts attentive reach and total attention time.
- Different attention strategies lead to different brand outcomes.
- And—most importantly—attention directly correlates with brand lift at every stage: Awareness, Consideration, Preference, and Action Intent.
💡 What This Means for Cult Brands:
If you’re building a brand people love—not just one they buy—this research is gold.
Because attention = connection.
And connection = memory.
And memory = loyalty.
Shortcuts and shallow impressions won’t cut it anymore. It’s not about being seen—it’s about being remembered.
At Cult Branding, we believe in earning attention—through story, meaning, and authenticity. Now we have 9,000 studies saying: You’re right to invest in depth over reach.
👏 Huge kudos to Mike Follett and the team behind this.
If you’re a CEO or brand leader, it’s time to revisit how you measure success—and how your brand earns a few more seconds of attention each day.
Want help building campaigns that don’t just perform—but stay in the minds of your customers? Let’s connect.