Madison Media arranged for its clients to hear and interact with acclaimed ‘Queen of Attention Metrics’, Dr Karen Nelson-Field. The Professor shared highlights of her findings from research using a unique methodology to track the Attention metric of different platforms including Digital, TV and Cinema versus the current industry-wide measurement metrics of TV ratings and Digital Impressions or Views.
Founder and Executive Director of Amplified Intelligence, Dr Karen Nelson-Field is also Professor of Media Innovation at the University of Adelaide, Australia. She is a researcher in media science, and has spent over 17 years researching and redefining how to deliver successful marketing and media outcomes through better understanding of the concept of “Attention”.
Some of the insights she shared based on years of research were:
- Not all Reach of Media is equal because of varying levels of Attention that different platforms command. Humans naturally get distracted and don’t look at advertising in any sustained way and switch between Active, Passive and Inattention.
- Attention decays Fast on some formats and Slow on others. On Fast Formats, like high scroll, skippable formats, there is lots of active attention early, then a super-fast and steep drop off. On Slow Formats which are not scrollable or skippable, active and passive attention is largely stable across the entire course of the view.
- Attention Decay needs to be considered in Reach based planning.
- While outcome is driven by Creative Content, it is Media and Platform that determine Attention Metrics.
- Each platform has its own Attention Elasticity. Attention elasticity has huge implications on creative strategy and performance.
- From an Attention perspective, Cinema is the best and Programmatic advertising is the worst.
- Creative has to be consistent since it is difficult to get the Attention of the consumers; there is no need to have different creatives for the same campaign.
- New Brands need Awareness and Persuasion. Steady state brands need Reinforcement.
On Karen’s visit to India and her talk with Madison and its clients, Sam Balsara, Chairman, Madison World, said, “As we move into a fast-paced, highly fragmented media world, it is imperative that we understand the attention grabbing capabilities of different platforms. To me it does appear that given the complexities in consumer behaviour, research cannot be left in the hands of media owners who are interested parties because of the commercial implications of such Research and a neutral body of Advertisers and Media Agencies should be running and financing and controlling such Research. Madison Media looks forward to initiating some Research on this area of Attention, with the support of neutral parties”.
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