Attention explainers

In her latest Forbes Business Council article, Dr Karen Nelson-Field explains how industry players must be all-in for the long haul and prepared to thoroughly recalibrate existing practices to fuel fairness, accountability and precision, rooted in rigorous attention data.

Over 80% of ads don’t reach the 2.5 second attention-memory threshold

WARC’s Asia Editor, Rica Facundo, says that Australia is at the forefront of attention research and marketers are starting to understand how they can utilise attention-based media planning and buying in their fight for consumer attention.

In her latest WARC column, Dr Karen Nelson-Field explains how good attention data, in the right use cases, restores efficiency in the models and tools used in everyday marketing.

In this column for WARC, Dr Karen Nelson-Field presents several case studies that provide the robust evidence, or ‘Meaty Proof’ that attention measurement can achieve stronger business performance in areas such as profitability.

In a world where attention is more valuable than ever, it’s the secret ingredient that transforms good advertising into unforgettable campaigns. But here’s the challenge: how do you actually measure attention, and more importantly, how do you use it to supercharge your results? Let’s explore a few of the key attention metrics that can elevate your strategy and drive the results you’re striving for.

With attention metrics now highlighting the disparity between reach volume and actual attention volume, many media planners are not only wasting ad budgets, but also impacting commercial outcomes and brand growth. Karen Nelson-Field, Founder of Amplified offers a practical guide to marketers on how to use attention-adjusted reach curve to reveal the way audiences truly view ads, filling the gap left behind from traditional reach models.

In this column for WARC, Dr Karen Nelson-Field is joined by WARC’s Lena Roland, both of whom argue that as Gen AI ramps up, the core value of the industry remains its understanding of real people, whether in media and attention or by ensuring that emotion, imagination, and wisdom are at the heart of the next iteration of the web.

Dr Karen Nelson-Field shares research that underscores the importance of understanding the nuances of attention. The study, in partnership with a leading soft drinks firm found that tailoring attention strategies based on brand size can help achieve optimal business results and campaign success.

Amplified Founder and attention pioneer, Dr Karen Nelson-Field, describes the fundamental qualities of the data flow required for the future success of attention economics in advertising.

As attention data evolves, attention segmentation can revolutionise targeting strategies. This approach considers both active and passive attention, catering to brands at different stages of growth and provides a baseline by which other data can be overlaid, explains in this WARC Attention Applied article by Dr Karen Nelson-Field, Founder of Amplified.