To cut through the noise, brands must focus on genuine engagement. It requires a complex understanding of attention that varies based on brand and consumer interactions with devices, content, media and platform.

In a world where attention is expensive, your message must be economical. It doesn’t matter if this is creatively valid — this is the reality we face now.

With the theme for International Women’s Day this year Accelerating Action, what does the industry need to prioritise in order to drive change in light of recent developments?

A new study by Vevo and Amplified Intelligence found “premium” YouTube channels drive 40% more active attention than non-premium channels.

Media planning needs to focus on memorability and how media, targeting and creative work together to make brands memorable. Here’s how to hack the memory code.

The Henley Centre’s influential Media Futures 1999 analysed how the internet would impact businesses and consumers. Its authors look at how it helps us go about looking at the future of AI now.

With attention splintered, the TV ad is no longer the main course in a brand’s Christmas campaign. We need a more evolved approach that embraces today’s media consumption habits.

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. 

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.

It will become a working group within the Coalition for Innovative Media Measurement, to be chaired by Andy Brown.