Uncensored CMO The Attention Economy: Why not all reach is equal with Karen Nelson Field
58 snips
Jan 29, 2025 Karen Nelson-Field, a world expert on attention measurement and author, dives into the complexities of the attention economy. She highlights the evolution of attention in advertising and the crucial difference between active and passive engagement. The discussion explores how platforms manipulate user focus and the limitations of traditional metrics like CPM. Karen also introduces the concept of attention elasticity and the importance of measuring actual viewer engagement, ultimately advocating for innovative strategies to enhance advertising effectiveness.
AI Snips
Chapters
Books
Transcript
Episode notes
History of Attention
- Attention is not a new concept in marketing.
- It has been studied for over a century, providing a strong foundation for current research.
Importance of Attention
- Attention is crucial for advertising effectiveness.
- Turning off ads for six months would negatively impact brand performance.
Active vs. Passive Attention
- Active attention involves focused effort, while passive attention is more subconscious.
- Both types of attention are valuable and measurable, influencing outcomes differently.