Attention: a Newsworks study

Ad effectiveness is falling. So is investment in news brands. Newsworks set out to prove these two trends are not unrelated.

This ground-breaking research linked attention data (Lumen’s LAMP), brand uplift data (Brand Metrics) and business outcomes (IPA Databank). The findings were clear: high-attention campaigns deliver 12% stronger market share growth, while news brands drive huge profit uplifts of 89% in low-attention digital campaigns. This study cut through. It reshaped industry discussions, featured prominently at major trade events and organically captured the industry news agenda and the online conversation. It’s given publishers and planners the evidence to challenge over-investment in low-attention digital media when the commercial case for the opposite continues to grow.