The Eye-Watering Cost of Dull Media

Dull Media Is Costing You More Than You Think

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Download the report that finally puts a dollar value on invisible impressions, and gives you the tools to do something about it.

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The Cost of Dull Media report reveals the hidden financial impact of media that fails to hold attention. Created by Amplified’s Dr Karen Nelson-Field with contributions from industry leaders Peter Field and Adam Morgan, this isn’t just another whitepaper, it’s a wake-up call.

Using data from 115k real ad views across 60 formats, 164 brands, and 12 countries, Dr Karen Nelson-Field has quantified the ROI loss and attention wastage across campaigns of all sizes. The result? A $198 billion annual penalty paid by marketers who rely on reach-based buying instead of real attention metrics.

Inside, you’ll uncover:

• The eye-watering gap between served and actually seen impressions
  
  
• Why even good creative fails in low-attention environments
  
  
• The true cost of dull formats, per dollar and per campaign
  
  
• A practical framework to identify and fix dull media plans
  
  
• Exclusive case studies showing how top brands flipped the mix and saw results
  
  

If you’re planning your next campaign, defending your media budget, or just tired of being told that CPM is king, this report is your new secret weapon.

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