5x Higher Attention by Activating Audiences In the Zone

This study demonstrates that advertising formats within premium gaming, sports and entertainment environments generate meaningfully stronger human attention outcomes than typical digital media benchmarks.

Higher view rates, longer average view time, and significantly greater attention per 1,000 impressions show that these environments can capture and sustain audience attention at scale.

These findings reinforce that attention is not evenly distributed across digital media. When brands activate in environments where audiences are already deeply engaged, they reach people in moments when attention is naturally present and receptivity is highest.

In summary, brands and publishers can activate audiences In the Zone — where environment, mindset, timing, and technology align to unlock stronger attention and better advertising outcomes.