23. Did we mention attention?
Future Proof
Is Attention for Brands More Important Than Media?
I think often we can get super carried away about the attention per se, but it's indeed attention for our brands. It is very important to take into account what I think Aaron Nelson feels from the amplified intelligence calls attention elasticity. So you will never get a significant amount of people to watch a 30 second ad on a social newsfeed. You need to build an ad that works in the context that you're going to use.
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