Why brands should consider tapping attention-based metrics

Geoffrey Precourt

Attention is growing importance as a measure of advertising effectiveness and, indeed, in the buying and selling of media.

“Human attention as a measure of ad effectiveness is fast becoming a unit of trade,” argued Karen Nelson-Field, founder/CEO of Amplified Intelligence, a measurement company based in Adelaide, South Australia.

“The nature of measurement is becoming more advanced,” she added, with a critical point of endorsement: “Capital investment is starting to flow” to the practice.

Nelson-Field is the guest editor of The WARC Guide to Planning for Attention, and came to the virtual stage at Lions Live– an event convened by Cannes Lions, a sister company of WARC – with the understanding that “simply knowing if...

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