Marketing has become so focused on the “who” and targeting people we have lost sight of the importance of the context of that connection and the impact that has on effectiveness

This was one conclusion from the recent Newsworks Effectiveness Summit. Mike Follet of Lumen Research used an eye tracking panel to highlight that only 20% of “viewable” ads are actually viewed (only 6% for more than 1 second). His key point being that just because you can see an ad does not mean that you will...
— Graeme Wright, Havas People