Hacking the Attention Economy: VCCP Media and Dr Karen Nelson-Field Reveal 1.5-Second Formula for Effective Digital Advertising
VCCP Media, in partnership with world-renowned media scientist Dr Karen Nelson-Field and attention technology company Amplified, has launched Hacking the Attention Economy - a groundbreaking new report that reshapes how brands approach digital marketing, integration and effectiveness in the age of the attention economy.
The study proves that advertisers can drive memory and measurable brand outcomes in just 1.5 seconds of active attention - if distinctive brand assets are used effectively. This finding adds nuance to the long-held assumptions about digital ads, where 85% of placements receive less than 2.5 seconds of attention and are often dismissed as ineffective.
Dr Nelson-Field, Founder of Amplified, explains: “Brands are too often focused on the time their ad is in view, but it’s the time that it is actually viewed - active attention - that matters. This study is the first to prove that just 1.5 seconds of genuine attention is enough to encode memory in a real-world digital feed. The good news is, with intelligent asset deployment, you can drive outcomes even in 1.5 seconds. That’s not about doing more, it’s about doing better.”
The research, co-authored by Will Parrish, Chief Strategy Officer at VCCP Media, was based on over 20,000 views of 72 digital video ads from brands including O2, Cadbury, Domino’s, Old El Paso, easyJet, Sage, Bulldog and White Claw. Each ad was tested in both original and ‘bad twin’ versions, where key brand world elements - colours, characters, sonic branding and visual assets - were deliberately removed.
The results reveal a hidden cost in digital advertising: when brand assets are not integrated effectively, advertisers impose a “distinctive asset tariff” on themselves - wasting up to 66p in every £1 spent. This equates to an estimated £66 billion in lost value globally each year across the £100bn+ digital display market. Legacy brands were particularly affected, losing an average of 69p per £1 spent, compared to 59p for challenger brands.
James Shoreland, CEO of VCCP Media, said:
“Marketers are rightly focused on media efficiency, but we’re seeing billions in creative inefficiency go unchecked. This report proves that creative and media effectiveness are two sides of the same coin - and attention is the currency which connects them. Our findings don’t just quantify the impact of integrated thinking - they point to a new paradigm for media planning and buying.”
The report highlights the importance of media planning, brand world fluency and creative integration. One brand code delivered a 3.5x return on attention-adjusted ROI compared to its unbranded version, and well-branded ads were 2.5x more effective even in low-attention environments.
To help brands improve ROI and reduce waste, Hacking the Attention Economy sets out five key principles:
- Know your assets - audit and activate your distinctive brand assets.
- Balance meaning and memory - use creative storytelling alongside strong asset fluency.
- Plan formats around creative and media strength - integrate early and match message to medium.
- Count the seconds and reach - measure not just viewability, but active attention.
- Boardroom-proof your brand - ensure assets contribute to commercial value in every channel.
This research forms part of The Challenger Series, VCCP’s thought leadership platform designed to challenge industry norms and unlock brand growth through more effective, integrated marketing.
This study is the first to prove that just 1.5 seconds of genuine attention is enough to encode memory in a real-world digital feed. Dr Karen Nelson-Field