Unlocking the Power of Attention: Mike Follett on Why Your Ads Are Failing Without It

Marketing, Media & Adtech

Welcome to The ADOTAT Show, where Pesach Lattin takes you beyond the surface of the ad world. Today, he's joined by Mike Follett, CEO of Lumen Research, to talk about the one metric that really matters—attention. Forget viewability, it’s all about whether people are actually paying attention to your ads. Mike’s eye-tracking tech reveals why brands obsessing over impressions are missing the bigger picture.

They’ll dive into why short, frequent exposures beat long, drawn-out campaigns, how attention metrics correlate with brand lift, and why real-time optimization might be the next big thing. Oh, and don’t worry, Pesach will toss in a few fun metaphors along the way (bad relationships, anyone?).

Special thanks to our sponsors! Origin is redefining CTV advertising with their game-changing Slingshot technology, turning passive viewers into active customers. And Troutman Amin is the legal backbone of the adtech world, keeping everything compliant and cutting through the noise.

Tune in, learn something new, and find out why attention is the future of advertising. You won’t want to miss this one!

Keywords: Attention Metrics, Eye Tracking, Mike Follett, Lumen Research, Advertising Trends, Connected TV, CTV Ads, Brand Lift, Purchase Intent, Origin Media, Troutman Amin