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Uncensored CMO
The Attention Economy: Why not all reach is equal with Karen Nelson Field
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.
34:15
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Quick takeaways
- Measuring attention, both active and passive, is essential for marketers to ensure meaningful engagement and effective advertising outcomes.
- The podcast emphasizes the need to replace traditional metrics like CPM with attention-based measures to enhance ad performance transparency.
Deep dives
The Importance of Attention in Marketing
Capturing audience attention is crucial in today's fragmented media landscape, where traditional advertising methods often fall short. Marketers must prioritize planning based on attention rather than merely reach, as passive exposure to ads is insufficient for meaningful engagement. Science suggests that attention significantly influences advertising outcomes, as ads that effectively resonate with viewers generate more substantial brand recall and emotional connection. Attention, whether passive or active, should be seen as a vital metric; without it, brands risk losing their impact and relevance in the market.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode