With the attention economy reshaping how we interact and consume, brands must rethink their strategies, shifting from simply reaching audiences to deeply engaging with them.

Here's a look at what will shape marketing success in the coming year, backed by the latest research and emerging trends.

The shift to attention metrics

In a digital landscape saturated with ads, attention has emerged as the ultimate currency. Traditional metrics, such as clicks and impressions, no longer provide an accurate picture of campaign success. Research from Amplified Intelligence reveals that around 85% of online ads don’t pass the 2.5-second attention-memory threshold – the critical point at which a brand starts to embed itself in a person’s memory. This inefficiency results in a significant portion of advertising budgets being wasted on low-quality impressions.

The importance of attention is further emphasised by Dentsu’s Attention Economy study, which demonstrates that even a modest 5% increase in attention can lead to a 40% boost in in-market ad awareness. Together, these insights emphasise a vital trend for marketers: the need to create content that doesn’t just reach audiences but actively captivates and sustains their engagement.

AI and cohesive collaboration

The role of AI in marketing will expand in 2025, driving personalisation and optimising creative strategies based on real-time attention data. However, as Meltwater’s 2025 Marketing Trends report highlights, success won't rely solely on advanced technology. Instead, the emphasis will be on fostering quality interactions between brands and consumers, ensuring that every engagement delivers measurable impact.

Internally, this focus on quality will extend to the relationships brands cultivate with in-house teams and agency partners, as fragmented attention spans demand innovative and cohesive collaboration.

Native advertising: subtlety drives attention

Native ad formats are uniquely positioned to thrive in the attention economy. Research from Teads & Lumen demonstrates a direct correlation between attention and brand outcomes, with longer engagement durations consistently improving metrics across the marketing funnel. Their research shows that at least 9 seconds of attention are needed to impact brand consideration and eight seconds to influence purchase intent. These numbers indicate the need to prioritize attention to drive meaningful lower-funnel outcomes.

To capitalise on these insights, brands should prioritise ad placements on platforms that demonstrate high attention benchmarks, investing in immersive formats that deliver prolonged engagement. Interactive videos, branded content and advertorials, for instance, offer extended exposure and more meaningful engagement, aligning perfectly with attention-based strategies.

PRNEWS.IO’s forthcoming study reinforces this trend, reporting that in 2024 alone, over 30,000 native ad articles were placed across more than 10,000 news websites worldwide through their platform – a 30% increase compared to the previous year. This surge mirrors the broader industry growth, with AdYouLike projecting the global native advertising market will reach $400 billion by 2025 – a staggering 372% increase from 2020. These findings highlight the growing preference for non-intrusive, value-driven campaigns designed to capture and sustain consumer attention.

For the B2B sector, where buying cycles are increasingly lengthy, this strategy is particularly critical. Research such as Amplified Intelligence’s findings on the importance of attention thresholds underscores the need for content that captures attention and retains it for meaningful engagement. Tools like webinars, detailed articles and educational videos are becoming essential for B2B marketers to keep potential clients engaged, nurture long-term brand recall and sustain their presence throughout extended sales funnels.

Creative excellence: the key to standing out

Attention isn’t guaranteed – it’s earned. Research from Kantar's Media Reactions 2024 shows a notable decline in ad engagement on social platforms, with only 31% of people globally saying social media ads capture their attention, down from 43% the previous year. These findings challenge brands to go beyond platform optimisation and invest in creative storytelling that breaks through the noise.

Why attention matters

The battle for attention will only intensify as consumers grow more selective in their interactions with brands. Success in 2025 will depend on creating campaigns that capture initial interest and sustain it long enough to foster meaningful connections. By leveraging the insights from the studies presented in this piece, marketers can navigate the challenges and develop campaigns that resonate deeply, ensuring success in the attention economy.