A new attention measurement study found that while miniscule attentive exposure can impact ad recall and brand awareness, achieving significant uplifts in lower funnel metrics requires multiple seconds of engagement.
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Mike Follett, managing director at Lumen Research, is back on the podcast to discuss the key factors that make media effective, and where attention fits within the conversation.
The industry’s scramble to enter the current attention economy is pointless, unless we start focussing on positive attention, writes the MD of Invibes Advertising.
Greater clarity of attention metrics, be it through self-regulation or industry investigation, will unlock more creative thinking.
A two-year study by Lumen Research and Anzu found that in-game ads drive 98% viewability; a significantly higher figure than other digital ads.
Teads has integrated attention metrics into its programmatic buying platform, allowing clients to measure attention similarly to how they measure viewability.
Advertisers will be able to block publishers who do not meet a brand’s sustainability targets from their digital ad campaigns, using tools launched by purpose-led platform Good-Loop.
Mike Follett and Karen Nelson-Field join Jack Benjamin for a discussion on the positives, pitfalls, and recent developments within the evolving attention economy.
Advertising Week Europe took over the Picturehouse Central cinema complex in London’s Piccadilly for three days of industry insights last week. The Media Leader’s Mike Fletcher was on the ground, tuned in to the panel discussions around three key areas – Artificial Intelligence, Data, and Connected TV.
Mike Follett reflects on what the new book from the foremost thinker on the Attention Economy can teach us about advertising – and life.