The latest research from Ebiquity and Lumen has shown that, on a basic level, we can probably use attention to predict profit. But it has also revealed something important about human desire.
Mike Follett
Mike Follett is Managing Director of Lumen. Mike started his career as a planner at BMP DDB, before moving to New York to head up Tribal DDB’s strategy unit, and then to Mumbai to be Group Head of Planning for DDB India. In 2011, he moved back to Britain to be strategy director on Tesco for The Red Brick Road. He started Lumen in 2013.
Mike read History at Oxford and received his MBA from Imperial College, London.
LATEST ARTICLES
So we recently found that it’s the sum, not the parts, that drives results when it comes to attention. But what about frequency? Andrew Ehrenberg, Erik du Plessis and toddlers all teach us something here.
Aggregate attention time matters. It’s astonishing that some in our industry still don’t take attention time seriously.
Marketing academics may be disputing the TV buyer’s rule of three concept, but they have much to learn from each other.
Human attention is rich, complex, and multifaceted, and anyone who says otherwise isn’t a fundamentalist.
Greater clarity of attention metrics, be it through self-regulation or industry investigation, will unlock more creative thinking.
Mike Follett reflects on what the new book from the foremost thinker on the Attention Economy can teach us about advertising – and life.
Route Research’s new OOH currency points the way for all other media to follow.
Sainsbury’s pips Asda, Boots and Aldi to be top of the Christmas tree according to TVision’s UK-based Attention Panel.
Data from Lumen and TVision’s attention panel reveal how much people’s eyeballs have been as glued to World Cup ads as they have been to World Cup matches.