That's What I Call Marketing S3 Ep08: Live with Prof. Karen Nelson-Field: The Attention Economy
Prof. Karen Nelson-Field, the leading authority in the area of attention, joined That’s What I Call Marketing to record Live Vol.2. The episode covers various aspects of marketing, particularly in relation to attention, media, and the digital advertising industry and concludes with an audience Q&A. Host Conor Byrne and Karen discuss the differences between traditional and digital media and the significance of understanding user behaviour to make effective marketing decisions. Karen explains how attention on digital advertising platforms is measured and how it affects campaign outcomes. She emphasises the importance of considering user experiences across different formats and platforms.
Karen explains that reach isn't equal across various advertising channels, stressing the need to understand the effectiveness of each platform in capturing attention. Despite any criticisms her work has received, she maintains the importance of her research and believes that the industry should evolve alongside changing media usage patterns. She also shares the findings from her research with Spotify and the challenges smaller brands face when advertising on low attention platforms.
The significance of using visual and auditory cues in advertising is discussed, including the impact they can have on brand recognition and audience engagement. Along the same line, she emphasises the importance of early brand integration within ads, as many viewers may not watch the entirety of a digital ad.
Karen goes over some examples of her work, such as a study conducted in Ireland assessing TV viewing habits and results of a project conducted with QMS in Australia focusing on out-of-home advertising. The conversation wraps up with a discussion about how attention measurements might apply on a B2B level, comparing it to B2C strategies.
Karen announces her upcoming book, stating that it will be a blueprint for media planning and buying in the changing digital landscape and takes questions from the audience in an engaging Q&A Session.
All this and we talk about snakes
02:49 The Brown Snake Incident
05:54 The Birth of Amplified Intelligence
09:15 Challenging Facebook's Advertising Model
12:30 The Importance of Attention in Advertising
29:55 The Role of Creative in Advertising
35:28 The Problem with Cost Per Thousand (CPM)
39:18 Understanding the Impact of Digital Reach
40:38 Exploring the Ecosystem of Attention Space
43:15 The Power of Attention in TV Viewing
45:42 The Influence of Sponsorships in Program Advertising
46:38 The Role of Out of Home Advertising in Attention Economy
48:18 Dealing with Criticism in the Attention Economy
55:00 Audience Q&A
Thanks to today's show sponsor The Indie List https://indielist.ie/ and our hosts Heineken Ireland
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