attention in advertising: Karen Nelson-Field
not all attention is equal
Not all attention is equal. That seems intuitively correct, but it’s something Karen Nelson-Field was determined to quantify, and on Nov. 16th she shared the results of her latest research on video advertising effectiveness.
Attention is a critical, but often overlooked, advertising metric: Not only is attention directly correlated to an uplift in sales, but unsurprisingly, if no attention is paid, there is no chance that an ad will work.
Karen’s research – conducted in a number of countries including the US, Australia and Germany – found that in all markets, TV delivers more ‘active attention’ seconds, and subsequently more sales uplift, than any other platform.
Furthermore, TV ads have a longer impact on sales than any other platform.
To fully appreciate the scope and implications of this research, be sure to watch the short presentation.
Professor Karen Nelson-Field is the Founder and Executive Director of Amplified Intelligence, and Professor of Media Innovation at The University of Adelaide. Karen’s work combines tech and innovative methodological design to assess attention metrics in a disrupting digital economy.