{"id":21234,"date":"2026-11-05T01:49:00","date_gmt":"2026-11-05T06:49:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21234"},"modified":"2026-11-02T11:56:17","modified_gmt":"2026-11-02T16:56:17","slug":"the-connection-economy-why-memory-matters-more-than-attention","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-connection-economy-why-memory-matters-more-than-attention\/21234\/","title":{"rendered":"The Connection Economy: Why Memory Matters More Than Attention"},"content":{"rendered":"\n

By Erica Kelly,<\/a> Vice President Client Strategy, Evolve<\/em><\/p>\n\n\n\n

We got really good at getting noticed<\/strong><\/h2>\n\n\n\n

Open any marketing deck right now and someone, somewhere, is about to say the word “attention.”  We can thank psychologist and economist Herbert A. Simon, who argued back in 1971 that attention, not information, was the scarce resource. Fifty-some years later, that theory couldn\u2019t be more relevant. Brands jump on never-ending social trends and elbow their way into major sporting events for a three-second window of eyeballs, hoping proximity to the moment counts as belonging to it.<\/p>\n\n\n\n

But with all of the attention we\u2019re paying for, how long does it truly last? Can you name three brands around the U.S. Open that actually took a swing at your attention? What did they have to say?<\/p>\n\n\n\n

The brands that actually stay with us have figured out something most haven\u2019t caught up to yet: there’s a difference between grabbing a scroll-stopping second and earning a spot in someone’s memory. Knowing when to jump into a cultural moment matters. Knowing when not to matters more. I call this the Connection Economy, and I think it’s about to outlast whatever’s trending this week.<\/p>\n\n\n\n

Attention isn\u2019t the same as meaning<\/strong><\/h2>\n\n\n\n

The Attention Economy will tell you that attention is the most valuable thing a brand can win, but I’m pushing back on that. Attention gets you noticed. Connection gives someone a reason to remember you.. In a world where any brand can now produce infinite content at the push of a button, that distinction is everything.<\/p>\n\n\n\n

In a recent survey of more than 300 marketers, events, field marketing and OOH were the most likely channels to overperform, cited by 53.4% of respondents. (AirOps, Marketing Leaders Reality Index 2026)<\/p>\n\n\n\n

It\u2019s no coincidence that these channels are steeped in connection. They put brands into context in ways that feel relevant to people moving through their daily routines.<\/p>\n\n\n\n

They capture attention, sure, but they can also create a sense of belonging. Think of bus shelters along tech commutes in San Francisco recruiting talent, large-format bulletins in SoHo introducing a retail brand, or a sunscreen activation outside a music festival.<\/p>\n\n\n\n

Even the tech world is quietly waking up to the value of context. Midjourney recently acquired Co\u2013Star, the AI horoscope app built around interpreting the circumstances of someone\u2019s life. Context is becoming its own currency, and no channel understands context quite like out-of-home.<\/p>\n\n\n\n

Context is the thing you can\u2019t automate<\/strong><\/h2>\n\n\n\n

AI can generate an endless number of messages, but it can\u2019t manufacture the circumstances when someone might encounter them. Where I am, what I\u2019m doing, who I\u2019m with, what I\u2019m already thinking about and what\u2019s happening around me all change what a message means. Context is what turns exposure into relevance.<\/p>\n\n\n\n

Meanwhile, our screen time is at an all-time high and the price tag to capture attention through digital is rising along with it. That makes chasing those fleeting moments of attention a losing game.<\/p>\n\n\n\n

Build memory like infrastructure<\/strong><\/h2>\n\n\n\n

So if attention is the wrong obsession, what’s the right one? Treating media strategy like infrastructure: memory structures embedded in the audience\u2019s lives, online and off, through a system of connected moments that compounds over time instead of starting from zero.<\/p>\n\n\n\n

Good infrastructure is already there. You take the same road to work and pass the same corner coffee shop until they become part of your mental map. Brand memory can work the same way. \u201cThe billboard I pass on the 101\u201d is a stronger anchor than another ad between two pieces of content because repetition and place gave it somewhere real to live.<\/p>\n\n\n\n

A billboard on the commute, a podcast at the gym and a CTV spot later that night do not each need to do all the work. Over time, they collectively build familiarity and relevance that a single flash of attention rarely can. OOH builds that familiarity in the places an audience already moves through, podcasts add storytelling through a trusted voice, social keeps the brand responsive, and experiential turns something people see into something they feel.<\/p>\n\n\n\n

Like good infrastructure, the media system has to follow the audience\u2019s life. Where can a brand become familiar before anyone even needs it? Where can it show up when the category starts crossing someone\u2019s mind? Where can it create a moment strong enough to actually stay?<\/p>\n\n\n\n

A media plan centers on the product. Memory infrastructure centers on the end user. It is built deliberately and connected across moments, laying the groundwork beneath those inevitable spikes of attention.<\/p>\n\n\n\n

We\u2019ve been too focused on asking whether someone saw us, clicked or stopped scrolling long enough to register the message. The more interesting question is what those moments add up to over time. When someone eventually needs what we sell, have we built enough memory, familiarity and connection to mean something to them?<\/p>\n\n\n\n

If we\u2019re spending nearly a trillion dollars a year<\/a> trying to get people\u2019s attention, we should care a hell of a lot more about what\u2019s left once we have it.<\/p>\n\n\n\n

Author Bio:<\/em><\/p>\n\n\n\n

Erica Kelly is a brand strategist and VP of Client Strategy at Evolve OOH. She explores how brands build memory, meaning, and momentum and is author of the Substack Touch Grass.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Open any marketing deck right now and someone, somewhere, is about to say the word “attention.”\u00a0 We can thank psychologist and economist Herbert A. Simon, who argued back in 1971 that attention, not information, was the scarce resource. Fifty-some years later, that theory couldn\u2019t be more relevant. Brands jump on never-ending social trends and elbow their way into major sporting events for a three-second window of eyeballs, hoping proximity to the moment counts as belonging to it.<\/p>\n","protected":false},"author":26,"featured_media":21235,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-21234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"\nThe Connection Economy: Why Memory Matters More Than Attention | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-connection-economy-why-memory-matters-more-than-attention\/21234\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Connection Economy: Why Memory Matters More Than Attention\" \/>\n<meta property=\"og:description\" content=\"Open any marketing deck right now and someone, somewhere, is about to say the word "attention."\u00a0 We can thank psychologist and economist Herbert A. 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