Attention rightfully puts audience experiences higher on the agenda, but using it as a universal standard would create targets that are more easily gameable and deliver worse media experiences.
More Attention articles
From radio darlings to streaming service losses, measurement rows and Twitter debacles, The Media Leader has compiled a list of our most read stories of 2023.
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.
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”.