The Science of Attention
7th April 2025
Kerryn Lloyd
The Science of Attention
In 2023, we tackled the ever-relevant question of attention in today’s media landscape. What does attention really mean, and how can we measure it effectively? We explored the different types of attention, how they impact creative effectiveness, and why some forms of attention are more valuable than others.
With insights from neuroscientists, visual experts, and industry leaders, the event aimed to answer: is attention still key to success in an increasingly fragmented world full of distractions?
The evening featured insightful talks from our guest speakers, followed by an engaging panel discussion:
Our Speakers
DR TIM HOLMES
Independent Neuroscientist
AIOIFE MCGUINESS
Neuroscientist, CloudArmy
DR ANDY MYERS
Director, Walnut
Our Panellists
ALEX BROWNSELL
Head of Media, WARC
ELIZABETH LANE
Head of Research & Measurement, IAB UK
SARAH GALE
Director of Research and Insight, Global
With a decades-long career in eye tracking under his belt, our first speaker of the night, Dr Tim Holmes, was out to poke a few bears. Diving straight in, he warned us of the overclaiming prevalent in the eye tracking space.
First and foremost, “precise attention” is often a myth that needs to be put to bed. And even if a period of sustained attention is accurately measured, it doesn’t always spell out something positive for the product or ad in question. This being because sustained attention can be associated with heavy cognitive load or confusion. In short, the relationship between eye tracking and attention is far more complex than a lot of the industry players out there give it credit for.
Taking the stage next, CloudArmy’s Aoife McGuinness built for us a bridge between business and academia. Looking at what happens in the brain when we encounter creative work, her presentation zeroed in on the marketing industry’s favourite topic: creativity. Namely, how hitting the sweet spot between the novel and the familiar can be applied to real-world advertising to capture and hold attention.
While the visual may be where your mind first goes when you think “attention”, Walnut Unlimited’s Dr. Andy Myers switched the direction of the discussion by making a case for a huge aspect of our everyday lives that often goes unnoticed, sound. In a world that’s so visually saturated, the rich tapestry landscape of sound is left flying under the radar. But its power in terms of attention, and marketing in general, should not be overlooked.
In a world where the proliferation of content and media formats has trained our brains to filter out most stimuli, brands are more desperate than ever to cling on to attention. But, as our Brainy Bar experts demonstrated last week, the topic of attention is complicated, multimodal, and at times surprising.
What’s Next?
As we prepare for the next Brainy Bar, we’re excited to continue exploring the intersection of science and creativity, pushing boundaries, and bringing fresh perspectives to the table. We hope you’ll join us as we continue this journey of discovery, learning, and innovation.
Sign up to this year’s Brainy Bar
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