Attention, not viewability, drives impact: mCanvas–Lumen report

The study suggests that interactivity — long positioned as a differentiator in digital advertising — plays a central role in sustaining attention. According to the findings, mCanvas’ interactive formats delivered roughly four times higher APM than standard display inventory. In one campaign, a 106% jump in APM aligned with a 9% lift in purchase intent, as validated through a Kantar Brand Lift Study.

Bharat Sharma, COO, mCanvas, SitePlug and VEVE, said the results reinforce what interactive platforms have argued for years: “Attention is the new performance currency… experiences designed for participation consistently outperform passive formats.”

Mike Follett, CEO of Lumen Research, added that attention-first measurement helps fill the gaps left by traditional exposure-led metrics. “Viewability tells you an ad could have been seen. Attention tells you whether it was seen — and what happened next,” he said.

With the debate around attention gaining momentum globally, the study adds another data point to the argument that not all impressions hold equal value — and that formats engineered for active engagement may offer advertisers clearer, more outcome-linked signals of effectiveness.

You can download the report here.