Lumen Research’s Mike Follett explains attention is not trying to “sucker” anyone and advocates for a growth mindset.

The ARF initiative is an important next step in the evolution of attention measurement, writes The Attention Council CEO.

We have become used to talking about an ‘attention economy’, but perhaps we should think more of the ecology of attention.

Do advertisers and agencies have the confidence to brand-build on OOH when belts are tightening and the ‘brand vs performance’ marketing divide persists?

Most copy is forgettable when it is both unremarkable and wedged cheek by jowl amongst other insistent messaging. Space is an advertiser’s best friend.

The Royal Family is a brand with mass exposure that is managed with careful restraint. Media planners should take note.

Without a mainstream platform, Piers Morgan looks diminished. The ‘global’ reach of his content is worth very little, writes Nick Manning.

What are media agencies telling the next generation of strategists?

Can attention be both the “North Star to effectiveness” but also “really not how advertising works”, asks MediaCom’s Geoff de Burca.

While big brands might want to behave like small insurgents, those newcomers would die for their balance sheets.