Audience Attention has emerged as one of the more popular measures of ad effectiveness in recent years. But today, capturing Attention at scale is more challenging than ever.

Thus, advertisers need new ways to capture audience Attention, amplify Memorability, and continue to meet ad effectiveness goals. We wondered…could creative innovation be the answer? To find out, Emodo leveraged a new Attention metrics methodology studying the impact of dynamic creative formats on both attention and memorability.