Giving attention a little attention:

This study changed the course of the attention debate in advertising. It showed how a relentless focus on measuring visual attention was short-sighted and would short-change AV media like TV, where audio was crucial.

It also moved things on from measurement to encourage better understanding of how and why attention works in advertising, underpinned by cognitive science. It helped prevent the attention industry from rushing down the wrong road towards the wrong solutions.