THE DULL MEDIA TARIFF

Summary from the TLDR Marketing newsletter

Poor media formats are causing a decline in campaign ROI because 75% of ad inventory receives no active attention. Ads placed in low-attention environments waste billions of dollars, with brands losing 43 cents for every dollar spent. Strong creative cannot overcome dull media since attention levels set the limit for ad performance. Attention drops sharply in fast-decay formats like mobile and scroll-heavy placements, while slow-decay formats like premium video hold attention longer and perform better. Shifting focus to measuring actual viewer engagement through Attention Volume, which combines attentive reach and active attention time, can improve media planning by prioritizing where attention truly happens.