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Events
Watch Now: Attention-Effectiveness Connection
On Tuesday 16 May 2023, ThinkPremiumDigital invited media agency & marketing leaders to hear from attention expert, Professor Karen Nelson-Field, and advertising guru, Rob Brittain.
The keynote speakers shared findings from a world-first study that connects the metrics of attention to mental availability and business outcomes.
Drawing on the Advertising Council Australia’s effectiveness database, populated by Effie Award-winning campaigns, the data guides brands to ensure attention is maximised to deliver the most effective campaigns in the current economic climate.
You can now watch the session highlights, and download a copy of the presentation, below.
How creative & media planning choices impact attention
Both creative and media planning choices impact the overall effectiveness of a campaign. Here, Rob Brittain explains how data can be used to demonstrate why media platform decisions are crucial when it comes to delivering effectiveness.
High attention, better business results
Rob Brittain shows the impact that high attention has when it comes to generating higher levels of mental availability and stronger business results.
Fast v slow decay
Here, Professor Karen Nelson-Field explains how the amount of attention a channel receives results in different levels of decay. With slow decay channels delivering longer amounts of attention, and fast decay channels delivering only a few moments of attention.
Adjusting reach curves
Professor Nelson-Field challenges the historic construct of a reach curve, proposing that not all reach is created equal and that adjustments should be made based on the level of attention each channel delivers.
New study validates that planning your media choice for attention rather than reach, amplifies campaign effectiveness.
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