Buying attention online is no different than buying a piece of real estate, instead, you're just buying real estate for that person's attention. In a competitive landscape, you are competing with industries at all digital touchpoints with the consumer. Your not the only one trying to sell somebody something. This is where purchasing that “real estate” comes into play and allows you to grab the customers attention with relevant content-driven ads. Platforms like Google and Youtube we like to refer to as “buyers intent”, they are searching for a solution to their problem and you can display targeted ads based off of those searches. Whereas, a platform like Facebook or Instagram is considered “buyer awareness”. Nobody goes to Facebook or Instagram to buy a boat, they go there to consume and share content that they like. Through consumable and shareable content we make consumers aware of what your company can offer them.