What Facebook's Ian Edwards and Harry Davison get right about attention
Mike Follett, Managing Director, Lumen, responds to Facebook’s Ian Edwards and Harry Davison and argues that the smartest media planners are talking about ‘attention strategies’, utilising different ’shapes of attention’ provided by different media to achieve different aims. Ian Edwards and Harry Davison of Facebook wrote an extremely interesting article, challenging some of the implications of Lumen’s research into the reality of attention to advertising. I don’t agree with everything they said, but I don’t want to spend time rebutting their arguments. The only thing more bor...
Source: warc.com