‘A’ word gives us the right answers to the wrong questions.
Right now, every marketer is obsessed with the “A” word: Attention. Attention is the new media currency. It’s like oxygen to advertising, the lifeblood of every good campaign.
Thanks to the work of people like Dr. Karen Nelson-Field of Amplified Intelligence, we can now prove the importance of attention and measure it more precisely. I love this shift: we’re going back to the scientific basics of our industry. Frankly, it’s refreshing and overdue. We’re widening our measurement horizons to seek incremental results, not just vanity metrics.
Yet, marketers are still treating media as a complex science equation, a Good Will Hunting-type arithmetic that just needs a genius or two to find the right answer. And in doing so they are asking the wrong questions about their media investments.
Read more on Media in Canada [Paywall]