The first detailed attention data from a major media group is out with Nine releasing findings of its attention study with Professor Karen Nelson-Field’s Amplified Intelligence. For a 30-second spot on linear television, the average person pays just 11 seconds of “Active Attention”, or 37 per cent of the ad. BVOD on connected TVs and mobile phones score higher on active attention but when added to “Passive Attention”, linear television vastly outperforms most of its rivals, say Nine’s Liana Dubois and Jonathan Fox. So what to do with this conundrum? Hatched Media's Head of Planning, Andrew Pascoe, who has gone all in on attention, says the opportunity is nuanced but massive. To boot, "attention CPMs", currently being used by many agency groups, are deeply troubled, the trio warn.   

The first detailed attention data from a major media group is out with Nine releasing findings of its attention study with Professor Karen Nelson-Field&rsquo;s Amplified Intelligence. For a 30-second spot on linear television, the average person pays just 11 seconds of &ldquo;Active Attention&rdquo;, or 37 per cent of the ad. BVOD on connected TVs and mobile phones score higher on active attention but when added to &ldquo;Passive Attention&rdquo;, linear television vastly outperforms most of its rivals, say Nine&rsquo;s Liana Dubois and Jonathan Fox. So what to do with this conundrum? Hatched Media's Head of Planning, Andrew Pascoe,&nbsp;who has gone all in on attention, says the opportunity is nuanced but massive. To boot, "attention CPMs", currently being used by many agency groups, are deeply troubled, the trio warn. &nbsp;&nbsp;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Nine reveals first media attention data from Prof. Karen Nelson-Field: Mobile beats Connected TV which beats broadcast for active attention; YouTube feels heat for "skip ad button" focus

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