The industry has spent years optimising for clicks, impressions and short-term returns. But in the race for efficiency, something critical has been lost: media quality and a focus on brand equity.

Drawing on dentsu’s landmark Brand Reset study, this session explores how attention really works in today’s next-gen video environments and why where advertising appears now, matters as much as what it says.

Bringing together dentsu, platform leaders and a cultural voice, with a deep knowledge of the power voluntary attention holds, this panel will unpack how different environments, from social feeds to streaming platforms, shape attention, memory and growth.

Together, they will explore how brands can move beyond fragmented optimisation and design media experiences that drive both immediate impact and long-term brand equity.