How to hack the attention economy — with VCCP Media’s Will Parrish

Everyone is fighting over slivers of attention.
In an era marked by the massive popularity of short-form video, changes in behaviour around second-screening and increased but fractured media consumption, getting an edge over the competition could be the difference between someone spending three seconds looking at your ad as opposed to 1.5 seconds.
Will Parrish is chief strategy officer at VCCP Media. Earlier this year, the agency, alongside attention expert Karen Nelson-Field and her team at Amplified, conducted a study into how having distinctive brand assets can be a game-changer for advertisers competing for those split seconds of attention on social platforms.
Parrish joins Jack Benjamin to unpack key findings from the study, how they impact his understanding of the media mix, how brands should consider attention within their wider measurement toolkit and why there is no longer, to borrow from Lord of the Rings, “one asset to rule them all”.
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Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
5:12: Taking the temperature of the ad industry
10:43: Findings from VCCP Media and Amplified’s Hacking the Attention Economy research
23:13: How attention measurement impacts consideration of the media mix
27:19: Working with creative teams to understand the strengths and weaknesses of media environments
38:41: Does attention have a perception issue with marketers?
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