While Peter Field offered a passionate argument for expanding TV marketing for long-term brand building, while Brian Wieser warned short-term pressures on marketers make the decline of TV inevitable.
More Attention articles
Cinema ads have consistently higher levels of memory and personal engagement than other mediums, a new study has found.
Peter Field explained to Omar Oakes that audiences cannot become deeply engaged in pieces of entertainment in 15 or 30 seconds, and likened short-form video to chewing gum.
The Attention Council’s CEO Andy Brown’s recent column on attention prompted several responses from media research leaders.
Podcast interview: Renowned advertising effectiveness expert Peter Field joins editor-in-chief Omar Oakes to discuss TV’s resilience, trust in media, and why attention research has rekindled his passion for media.
Optimising for attention can create better outcomes for media owners and advertisers. But changing attitudes over audience numbers means challenging the status quo.
Media strategists need to plan for distraction and use visual and auditory attention together.
Measurement myths keep persisting for no good reason other than “because we’ve always done it this way”.
Route Research’s general manager Euan Mackay responds to the latest Lumen attention study and asks: does attention need to be grabbed all at once? Or is it as effective built up over time?
Is a one-dimensional focus on measuring attention distracting advertisers from exploiting the true effectiveness potential of different media?