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.
More Attention articles
The Attention Council’s CEO Andy Brown’s recent column on attention prompted several responses from media research leaders.
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?
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.
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.