The Rise of Attention

More stroll, less scroll: why attention is shifting back to physical retail environments

In a world of endless scrolling and shrinking attention spans, attention has become one of the most valuable currencies for brands. Our latest research, The Rise of Attention conducted in partnership with Lumen, explores how and where attention is truly earned, and what this means for advertisers navigating a digital-focused world.

Consumers are exposed to more content than ever before, yet much of it passes by unnoticed. Warranted attention and time on advertising depends on many factors, however what is clear is that cut through can happen through meaningful moments that invite people to pause, engage and remember. It’s not about volume or noise, marketers must be aware of the right creative, environment and formats.

Why physical environments win the attention battle

Working with Lumen’s eye-tracking technology, we measured how real people visually engage with advertising across environments and formats. The research shows that Westfield’s physical retail inventory consistently deliver deeper and longer-lasting attention than many channels.

Within Westfield destinations, large-format Out of Home and experiential formats outperform traditional benchmarks, delivering higher viewing time and stronger attention metrics than roadside and standard internal OOH. Experiential installations, in particular, generate levels of attention comparable to long-form cinema advertising: placing them at the very top of the attention funnel.

This matters because attention is directly linked to outcomes. The more attention an ad receives, the more likely it is to be remembered, considered, and acted upon.

From attention to impact

The study demonstrates a clear relationship between attention and brand outcomes. Campaigns that capture higher levels of attention within Westfield environments drive stronger brand recall, brand intent and intent to action than other OOH formats. In simple terms: when people truly notice advertising, it works harder.

Crucially, Westfield also acts as a priming environment. Exposure to campaigns within our destinations significantly amplifies the performance of subsequent digital activity. Ads seen after a Westfield exposure generate substantially higher recall and increased action intent, showing how physical media can supercharge the rest of the media mix.

Earning attention through ‘good friction’

In an era of digital fatigue, consumers are actively seeking experiences that feel more human, more engaging, and more rewarding. This is where physical spaces excel. Rather than interrupting people, the most effective experiences introduce moments of anticipation, interaction and discovery, what behavioural scientists describe as ‘good friction’.

Shopping destinations are uniquely placed to deliver this. With high dwell time, emotional engagement, and an audience already open to discovery, Westfield offers brands the opportunity to earn attention rather than demand it.

What this means for brands

The Rise of Attention 2026 reinforces a simple but powerful truth: where attention is strongest, impact and brand success follows. As marketers look to maximise effectiveness in an increasingly complex media landscape, physical environments play a vital role to drive attention, memory and long-term value.