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.

Not all reach is equal. In this final episode of the series, we talk about the importance of attention metrics in reach-based comms planning and its impact on effectiveness/efficiency. This series sponsored by our friends at WARC.

Professor Karen Nelson-Field, founder and CEO of Amplified Intelligence, is a leading voice in media measurement known for her research on attention. She chats about the evolution of attention spans, debunking myths around Facebook likes and engagement. Listeners are in for a treat as she explains how to effectively measure attention and its critical role in advertising performance. With a sprinkle of humor, Karen shares the challenges of modern media and the importance of understanding attention quality amidst the noise of digital marketing.