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"There’s no cooling-off of the economy right now," said Patrick Barkey, director of the Bureau of Business and Economic Research at the University of Montana. ....
Why the metaphor makes the sale warc.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from warc.com Daily Mail and Mail on Sunday newspapers.
Advertisers can no longer reach mass audiences at scale by running TV ad campaigns alone Independent marketing and media consultancy Ebiquity has created a new pan-media metric, which it claims can better quantify the increasingly fickle advertising attention span of TV viewers and social media members. Contained within a new research report, The Challenge of Attention, the composite metric allows direct comparisons of attention on TV and digital media by calculating the respective attentive seconds per thousand impressions (aCPM). Do we have your attention? Billed as a first of its kind method for making meaningful comparisons between mediums, the metric is likely to give advertisers cause to sit up and take notice, with the promise of more realistic models of campaign effectiveness. ....
The Attention Council Whitepaper Reveals Best Practices for Activating on Attention Data prweb.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from prweb.com Daily Mail and Mail on Sunday newspapers.
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 boring than listening to a report about someone else’s argument is listening to a report about someone else’s dream. Instead, I want to pick up on two really important insights highlighted by Ian and Harry, which I think have major implications for the advertising industry. ....