Nikhil Jain shares the biggest takeaways from our multi‑year attention study with Lumen Research:
· Quality inventory is a primary driver of attentive time and outcomes
· Creative matters: enriched/interactive formats boost recall and consideration without longer exposure
· Audience strategy counts: younger viewers need faster takeout; tailor KPIs and storytelling by age
· Audio lifts attention and brand association; plan for sound‑on where context fits
· Treat attention as a strategy, not just a media KPI
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