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.
More Attention articles
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.
The IPG Mediabrands agency is rolling out a bespoke algorithm that it claims enables advertisers to optimise media-buying for more audience attention and lower-carbon formats at the same time.
Members of our Future 100 Club share what they think advertising has in store.