Does the creative or the media platform drive and hold your attention, asks Karen Nelson-Field in her latest Attention Revolution column.
The implications patterns are striking to both brands and those intending to integrate attention as a key metric of ROI.
When you start to build a currency, you’re not doing it for the short-term. It must be enduring and stand the test of time, warns Professor Karen Nelson-Field.
Professor Karen Nelson-Field explains there is more to active attention seconds, with more complex shapes and patterns that impact outcomes.
Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement.
Mediatel and Amplified promised a revolution and we hope we have delivered.
Attention Revolution: As we build an attention-based audience measurement category, guiding rules around data quality must be followed.
Attention (as a metric) has moved to the Early Majority stage on the innovation diffusion curve, explains Prof Karen Nelson-Field
Karen Nelson-Field offers a blueprint for users of audience measurement who recognise the significance of a changing media economy
Measuring viewability and passing it off as ad effectiveness is like saying product distribution is enough, without having sold any units off the shelf