The Attention Economy and How Media Works
Book • 2020
Karen Nelson-Field's "The Attention Economy and How Media Works" provides a comprehensive analysis of how attention drives media effectiveness.
The book explores the evolving landscape of media consumption and the implications for marketers.
Nelson-Field challenges traditional metrics and emphasizes the importance of measuring actual human attention rather than relying on proxy measures like impressions or views.
She presents a framework for understanding how attention translates into business outcomes, offering practical strategies for optimizing media plans and maximizing ROI. The book is a valuable resource for marketers seeking to navigate the complexities of the attention economy and improve their campaign performance.
The book explores the evolving landscape of media consumption and the implications for marketers.
Nelson-Field challenges traditional metrics and emphasizes the importance of measuring actual human attention rather than relying on proxy measures like impressions or views.
She presents a framework for understanding how attention translates into business outcomes, offering practical strategies for optimizing media plans and maximizing ROI. The book is a valuable resource for marketers seeking to navigate the complexities of the attention economy and improve their campaign performance.
