eye square is proud to announce its participation in the dual industry highlights of the autumn: the HORIZONT Advertising Impact Summit 2026 and the parallel planung&analyse (p&a) Insights 2026 conference. On September 8 and 9, 2026, the Campus Westend at Goethe University in Frankfurt am Main will become the central hub for advertisers, agency leaders, and market research innovators. As a long-standing pioneer in implicit market research and human experience tracking, we will contribute to the key focus areas for 2026 with two exclusive presentations bridging neuroscience, human experience, and cutting-edge technology.

Advertising Effectiveness in a Fragmented Media Landscape – The Challenge

Capturing human attention has become the ultimate challenge for modern brands. With the way people consume media fragmenting at lightning speed, traditional survey methods are no longer sufficient for understanding real consumer choice. It’s no surprise, then, that this year’s motto at Werbewirkungsgipfel is “Crunchtime in Ad Effectiveness: Now it’s all about attention, data, and CMOs”– From advertising effectiveness and AI to reach measurement and a new understanding of the CMO’s role in a fragmented media landscape.

At this year’s co-located congresses, our experts will take to the stage to demonstrate how advanced research methods can enhance the real impact of modern advertising and overcome the challenges it faces.

Don’t Miss Our Talks

Our presentations address one of the most pressing issues, advertising effectiveness, in the marketing and insights industries:

Topic 1: The KPI Attention, Ad Effectiveness and Media Planning

At Werbewirkungsgipfel 2026, Stefan Schoenherr and Klaus Stinnertz from OMD will present a study comparing standard, creator and AI-generated social media ads. The study will also examine how different age groups interact with these ads. You will learn more about attention research and how it can benefit your media planning. You will also be introduced to one of our core technologies: SEAL InContext Eye Tracking.

The study to be presented at Werbewirkungsgipfel is part of our joint initiative with OMD Germany, “Attention Works”. One of the initial results of this initiative (founded in 2025), is the study paper “Attention: 2.3 Seconds of Magic!”, which shows that the average viewing time for digital ads has dropped to 2.3 seconds — a finding that aligns perfectly with the focus of this year’s Werbewirkungsgipfel.

Topic 2: Emotions as a Driver for Ad Effectiveness in Advertising

At p& a Insights 2026, Nuria Sichalla and Marvin Vogt will evaluate, why advertising should be more moving again. In this talk you will learn, how emotional reactions can be captured in real time, how they relate to ad recall and purchase intent, and why emotions aren’t just a nice side effect but a key success factor in effective communication. We’ll show you why brands don’t have to choose between performance and brand-building, and why, especially in the age of AI, advertising should dare to be more dramatic again.

Let’s Connect in Frankfurt!

Our teams will be available on-site throughout both event days. Whether you want to optimize your digital shop layout, maximize social media ROI, or advance your brand-tracking metrics, let’s discuss how our digital InContext research toolkits and technologies can accelerate your business growth.

When: September 8–9, 2026

Where: Goethe University Frankfurt (Campus Westend)

Tickets & Access: Your event ticket grants entry to both congress tracks, offering maximum networking value.

Schedule an exclusive meeting with our experts at the event or contact us directly to request our latest whitepapers!