The implications patterns are striking to both brands and those intending to integrate attention as a key metric of ROI.
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We’re finding that online inventory that doesn’t get looked at at all tends to cost the same as the inventory which does get looked at.
If the Christmas period is crucial for your business, start your research and planning now to secure inventory, explains Nina Franck.
The market is changing, and so too are media behaviours. That means, as strategists, it’s imperative we scale up ourselves and our approaches too.
The retailer John Lewis benefitted from a ‘response halo’ by going heavy and early.
Placing the emphasis on qualities we seek and taking the time to explain what we mean by them, could make for a more appealing job description.
Media channels now provide a constant stream of content and give us instant gratification. Brands need a different strategy to stand out.
The way adland thinks about audiences is littered with problems, writes strategist Simon Carr. It’s time to add some further dimensions to its approach.
Brands and media face must acknowledge their place in disposable culture as they seek a new balance for consumption.
Creating a framework for measuring attention will not only help us get more engaging ads in our media, but should also deliver a more sustainable industry as a result.