Asked why he’s passionate about media, Field praises the work of Karen Nelson-Field (Amplified Intelligence) and Mike Follett (Lumen Research) for leading the industry movement to measure people’s attention on media rather than purely time spent or the viewability of content and ads in media.
Podcast: Attention measurement is ‘once-in-a-lifetime chance to make a killing’
Field says: “It is only through the work of Amplified Intelligence, Lumen and and the others in this world, that we’ve really now begun to understand the extent of the misleading and misunderstanding metrics that we’ve been using to make investments. So I think it’s a great and really important time, in the understanding of the way media works.
“It’s made me excited, again, in a way that I was beginning to lose before…. We’re going to get some, some lovely new discoveries and some reinvention of the way investments are made with online, particularly, as we now can put some much more sensible value to different investments. I think it’s going to have a hugely positive impact on the quality of those platforms. I think it already is.”
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