Attention drives action | mCanvas x Lumen study shows high-attention ads boost engagement, recall, & intent

3rd November, 2025: Amid a clear industry shift, where exposure metrics like viewability no longer signal effectiveness, attention has emerged as the biggest predictor of impact. A new joint study by mCanvas, the interactive ad platform, and Lumen Research, the global leader in attention measurement, proves that attention drives action.

Attention-first metrics move beyond surface-level visibility to measure real human engagement. Backed by eye-tracking research, behavioral science, and performance data, measuring attention offers brands a smarter, science-driven way to maximize every impression.

Titled “Can attention turn awareness into action?,” the meta-analysis shows that higher Attention Per Mille (APM) strongly correlates with higher CTR; meaning, when audiences truly pay attention, they’re far more likely to act. This finding reframes the conversation around media effectiveness.

The insight was backed by scale. Analysing 110 campaigns across 19 categories and 9 global markets, the study uncovered that mCanvas’ interactive ad formats deliver ~4X higher APM than standard display, revealing that interactivity is what sustains attention, which ultimately leads to action.

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‍“Attention is the new performance currency, and interactivity is how brands earn it,” said Bharat Sharma, COO, mCanvas. “The findings prove what we’ve believed all along, that experiences designed for participation consistently outperform passive formats; because higher time spent on ad means higher attention, and as a result, higher recall.”

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In one mCanvas campaign, a +106% lift in APM translated to a 9% increase in purchase intent, as validated by Kantar’s Brand Lift Study, reinstating that attention quality directly led to bottom-funnel impact.

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‍“Marketers are under pressure to prove impact, but relying on outdated metrics like viewability is only a small piece of the puzzle,” said Mike Follett, CEO, Lumen Research. “Attention-first measurement bridges that gap, showing not just that ads were served, but that they were truly seen and acted upon.”

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Attention is a scarce resource, and not all impressions are created equal. This study quantifies that difference, proving that interactivity meaningfully elevates attention and, in turn, brand impact from recall to purchase intent and more.

Download here: mcanvas.com/whitepaper/attention-whitepaper  

For media inquiries, contact: Nigel Dsouza 
nigel.d@mcanvas.com / sales@mcanvas.com 

About mCanvas

mCanvas is a leading mobile and CTV ad platform, known for immersive storytelling. Our interactive ad formats capture attention and spark emotion, while driving measurable results with attention tracking by Lumen, and brand lift studies verified by Kantar. With presence across mobile, CTV, and desktop, we deliver impactful omnichannel experiences that connect, perform, and stay memorable.

To know more, visit mCanvas.com

About Lumen Research

Founded in 2013, Lumen Research is the only attention technology company independently audited by PwC. With the largest eye-tracking dataset in the world — over 750,000 sessions and billions of impressions across 30+ countries — Lumen Research provides scalable, impression-level attention measurement, helping advertisers measure and buy media that actually gets seen and drives real outcomes.