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.
More Attention articles
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.
Aggregate attention time matters. It’s astonishing that some in our industry still don’t take attention time seriously.
The broadcasters are set to launch a joint measurement panel aimed at tracking the short-term impact of TV advertising on sales in a move they say will give the sector “the measurement it deserves”.
Jack Benjamin hosts a live panel where three media strategists field questions about common challenges in advertising.
New research shows there are vast differences in the potential brand-building power of various digital ad formats, uncovering real bargains for savvy advertisers.
Omar Oakes and Maria Iu digest the big stories of the week and Les Binet talks to The Media Leader about why he’s created an AI version of himself.
Screens at bus shelters garner more attention than other digital channels, new research suggests.