‘Good enough’ is not an option over excellence. It’s time to graduate to the next level, writes Prof Karen Nelson-Field.

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