Nine last month claimed massive active attention for BVOD ads playing on mobile devices, 72 per cent for a 30-second commercial, per Amplified Intelligence’s study. But Karen Nelson-Field’s data is in for Val Morgan – and it suggests cinema blows other channels out of the water for active attention, with zero decay across the entire ad. As attention metrics pick up major attention globally, Nelson-Field is just back from a World Federation of Advertisers conference, warning marketers not to let themselves get gamed by those touting cheap, “dirty” attention CPMs while brushing off naysayers briefing against the march of attention metrics. Locally, the likes of NAB want to bring attention data into econometric modelling; agencies are already using it to reweight channel spend and show marketers that their share of voice models could be way, way off.  

Nine last month claimed massive active attention for BVOD ads playing on mobile devices, 72 per cent for a 30-second commercial,&nbsp;per Amplified Intelligence&rsquo;s study. But Karen Nelson-Field&rsquo;s data is in for Val Morgan &ndash; and it suggests cinema blows other channels out of the water for active attention, with zero decay across the entire ad. As attention metrics pick up major attention globally, Nelson-Field is just back from a World Federation of Advertisers conference, warning marketers not to let themselves get gamed by those touting cheap, &ldquo;dirty&rdquo; attention CPMs while brushing off naysayers briefing against the march of attention metrics. Locally, the likes of NAB want to bring attention data into econometric modelling; agencies are already using it to reweight channel spend and show marketers that their share of voice models could be way, way off. &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.

Val Morgan and cinema winning attention battle; Amplified Intelligence data finds 80 per cent active attention, zero decay; Nab, OMD, Hatched, on where next; Nelson-Field on why sprint for ‘dirty’ attention CPMs risks everything

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