Frame and Canvas: The Science of Media and Creative Alignment

Attention. A topic so critical in media and advertising that it was a major theme of the last 3 years, and will continue to be much discussed, debated and utilised in 2025. Unlike some trends, it’s not going anywhere.?

Attention is the critical factor that separates campaigns that succeed from those that merely exist. If you want to change the way people think, feel and act, attention is fundamental.?

Part of the longevity of attention as a discussion point is due to the layers of nuance and complexity beyond the initial ‘attention is critical to advertising success’ headlines.?

To date, the lion’s share of focus has been in the media activation piece.?

It makes sense. This was where the most apparent problem lay.?

Viewability was being gamed, and billions of dollars of waste was begging to be addressed.?

Thankfully the incredible work from the teams at Lumen Research , Amplified Intelligence , Adelaide , Ebiquity plc , Havas Media Network and good many others, has really moved things forward.?

Our understanding of how attention measurement helps marketers is in a good place.?

We’re able, should we choose:

• To articulate the building blocks of quality media
• To identify and avoid wasteful placements
• To pinpoint high attention formats
• To plan for attention, including evaluating the optimum attention required to achieve differing outcomes
• To calculate and deliver attentive reach
• To demonstrate the connection between attention and profitability, and attention and brand lift.

But what good is a great frame if it doesn’t contain something beautiful….

The Creative Side of Attention

On the creative front, the conversation is at an earlier stage, but it’s beginning to get picked up that what you show impacts attention, not just where you show it.?

• Orlando Wood of System1 , Karen Nelson-Field PhD and Rob Brittain discussed the Triple Opportunity of Attention at Cannes in 2023 - a key takeout was that “drama, emotion and critical moments” are core ingredients for ad creative that creates mental availability that drives business effects both now and into the future. https://system1group.com/blog/the-triple-opportunity-of-attention
• JCDecaux UK crafted a guide on how to make the perfect digital poster with Specsavers. Simplicity is the key. Most OOH placements can expect to get an average of 2seconds of engagement. To capitalise on this, for media and creative to work together, the guidance is to be very clear about which brand is advertising and what the call to action is, leverage familiarity and use colours and brand assets that people will already associate with your brand, oh, and people respond to people. Faces can work wonders when you’ve only got a 2 second window to get noticed and remembered. https://www.jcdecaux.co.uk/how-create-perfect-poster-0
• 凯度 and WARC conducted a study of around 450 ads that had been tested for creative effectiveness and profitability, and found that the most creative ads generate as much as 4 times the profit of ads with low creative effectiveness. https://www.kantar.com/inspiration/advertising-media/the-art-of-proof-how-creative-quality-drives-profit

The Sweet Spot: Media and Creative in Sync

The real magic happens when media and creative align. Here’s how:

• Plan for attention, design for attention: Media teams should prioritize high-attention placements, while creative teams craft assets designed to thrive in those environments. The closer these teams are, the better the outcomes will be.?
• Leverage data, but don’t lose the human touch: Media insights can guide creative decisions, but the core idea must remain emotionally engaging.
• Test, learn, iterate: Use tools like System1, Kantar or DAIVID ?? ’s testing frameworks to understand how creative resonates in different media contexts, then refine. Use campaigns and learning opportunities. Optimise based on outcomes rather than metrics.

How Media Futures Market Can Help

At Media Futures Market , we specialize in making this alignment seamless. Acting as an in-house media specialist for creative agencies, we:

• Identify high-attention opportunities: Using data and insights, we pinpoint the placements most likely to deliver results.
• Collaborate closely with creative teams: Ensuring every asset is designed to maximize its impact in the chosen media.
• Optimize campaigns in real-time: Adjusting both media and creative elements to ensure your campaign delivers the attention it deserves.
• Outcomes oriented: Attention is a brilliant indicator for whether a campaign will deliver results. But it is not an end goal. Business results are our primary focus.?

Final Thoughts

Attention isn’t a given. It’s a prize you win through smart planning, compelling creative, and flawless execution. By taking cues from the latest research, and partnering with specialists who bridge the media-creative divide, you can ensure your campaigns stand out and stay remembered.

Ready to design for attention? Let’s start the conversation.