Attention is valuable. No attention, no chance the message will get through. But the real value of attention in advertising lies in its application. What can we learn about attention and its value as a cross-platform metric? And how do we use this to improve media planning and buying for advertisers?
Hear from Professor Karen Nelson-Field, Founder and CEO of Amplified Intelligence, and Professor of Media Innovation at The University of Adelaide. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, including Cannes and SXSW, and has secured research funding from some of the world’s largest advertisers.
Karen’s first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’. Her most recent book The Attention Economy and How Media Works, explains the stark reality of human attention processing in advertising. Her research work has been noted in The New York Times, Bloomberg Business, CNBC, Forbes, Wall Street National, Huffington Post, Contagious and The Drum, and she has been a regular media writer for the Australian Financial Review. Karen’s commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy.
Marc Guldimann is the Co-Founder and CEO of Adelaide, the leader in attention analytics for digital media. He is also a chairperson and co-founder of The Attention Council. Prior to founding Adelaide, Marc was the founding CEO of Parsec, Enliken and Spongecell spending two decades at Internet and technology firms. Before digital media he worked in the wireless network security industry, where he developed the first wireless virus filter. Mr Guldimann led technical sales and marketing efforts for both Vernier Networks and Network Chemistry.
View a short recording of this event here:
View a short recording on the latest research on attention:
View a short recording on putting attention into action with attentionTRACE: