Cracking the Attention Code: From Noise to Noticed

Attention has become one of the most valuable currencies of the 21st century — but are we earning it or just shouting louder? In a world where 75% of digital inventory receives zero active attention, the challenge is more than just ensuring that people see or hear what we have to say; it lies in building meaningful memories that motivate.

With only 30% of ads crossing the 2.5-second memory threshold, active attention is now 7x more valuable than passive. Yet, while algorithms optimize for efficiency, are we sacrificing long-term impact and brand growth?

This session will explore how brands can attract rather than demand attention, balancing effectiveness with efficiency to ensure they’re not just technically served, but truly seen.