TWICM 205: GumGum’s Pete Wallace on Why Attention Matters More Than Ad Clicks

That's What I Call Marketing · Jul 14, 2026 · 22m

What does attention actually tell us about whether advertising is working?

Pete Wallace, Managing Director EMEA at GumGum, explains why clicks remain a poor measure of advertising effectiveness and how attention can help marketers connect media exposure with real brand outcomes.

Pete shares how GumGum combines contextual signals, attention data, time, device and creative performance to predict the mindset of an audience. He brings this to life through GumGum’s work with the BBC and Havas on *Celebrity Traitors*, where targeting and creative changed as tension and excitement around the…