Jon Waite

Cathy Taylor, a WARC representative, is joined by Jon Waite from Havas and Mike Follett from Lumen to dive into groundbreaking attention research. They discuss how aggregate attention time can enhance advertising results and why brands should measure attention value per consumer. The conversation reveals that different marketing goals require varied attention strategies—awareness campaigns thrive on frequent small hits, while sales-focused efforts benefit from deeper attention with less frequency. Get ready to rethink how attention shapes your marketing!