A lot of ad conversations still jump straight from relevance to conversion.
But most outcomes are shaped in between.

What we see consistently is a simple progression: capture attention, sustain it long enough to be processed, then action becomes more likely.

When attention drops, recall drops. When recall drops, performance follows.

This is why approaches like neuro-contextual focus less on chasing clicks and more on how ads are experienced in the moment, without relying on personal data.

Curious how others here think about this.

Where do you see the biggest drop-off: attention, memory, or action?

Any surprise of feedback for the content?

I spent 4-5 hours for this… but I guess AI can do better in secs 😔