Reaching an attentive audience, is a goal when it comes to advertising. If consumers aren't paying attention, then your campaign will most likely fall short. With the constant evolution of the digital landscape, this goal is becoming increasingly harder to reach. We are experiencing a level of fragmentation like we have never seen before. Reach and frequency is no longer the standard metric in advertising. Changes in audience consumption habits, new devices, apps, and channels are leading to a high level of distraction. Once a consumer is distracted, the message is lost. However, consumers are watching all forms of digital video content across all devices, all the time. There is a high level of attention when a brand uses compelling creative that is relatable and speaks to a consumer needs. It may be time to add Attention as the Fifth Key to increasing Mind and Market Share.