Future Signals Lab · Media Framework
The Consumer Media Day
How attention, intent and channel behaviour shift across the day — and what that means for how advertising must adapt at each touchpoint. Hover any block to explore.
TV / Streaming
Audio / Radio
Social Media
Search / AI
Gaming / OOH
News / Editorial
Advertising Thread
Low Attention →
→ High Attention
Attention
Level
Level
Ad
Thread
Thread
The Lean-Back Opportunity
High attention demands high craft
TV and streaming command the most sustained attention of any channel. Creative here needs to earn its place — storytelling, emotion, brand-building. Interruption is forgiven when the reward is worth it.
The Ambient Channel
Audio follows the body, not the screen
Radio and podcasts are the only channels that travel with consumers through physical space. They reach people when screens can't — in the car, gym, kitchen. Tone and voice carry everything; visuals don't exist.
The Scroll Economy
Social is habitual, not intentional
Social consumption is low-intent and reflexive — triggered by boredom, transitions and waiting. Advertising here must stop the scroll in under 2 seconds. Entertainment value trumps product message every time.
The Intent Window
Search and AI are where decisions happen
When someone opens search or asks an AI, they have a specific need. This is the highest-intent touchpoint in the funnel. Brands that appear here with the right answer at the right moment win the conversion.
The Connecting Thread
One brand, many modes
The advertising thread runs through every channel — but the creative, format and message must adapt to the attention environment. The brand stays consistent. The approach never does. Same story, different language.