Mumbai: Madison Media recently arranged an exclusive meeting for its clients to hear and discuss with globally acclaimed ‘Queen of Attention Metrics’, Dr Karen Nelson-Field. It was an afternoon well spent when the Professor shared highlights of her findings from research using a unique methodology to track the attention metric of different platforms including digital, tv and cinema Vs the current industry-wide measurement metrics of tv ratings and digital Impressions or Views.
Dr Karen Nelson-Field is founder and executive director of Amplified Intelligence also professor of media innovation at the University of Adelaide, Australia. She is a globally acclaimed researcher in media science with more than 17 years spent researching and redefining how to deliver successful marketing and media outcomes through better understanding of the concept of “Attention”.
Regularly called upon to speak at major industry events across the globe including AdWeek, Cannes and SXSW, Prof Karen’s work has also been recognized and noted in leading publications such as The NY Times, Wall Street Journal and Bloomberg Business. She is considered a thought leader and subject matter expert on the subject of human Attention. She is named as the 2022 Honouree in the Ad Monsters + Ad Exchanger top women in media &, ad tech as a game changer.
In addition to regularly speaking on the global stage, Karen is also a renowned author with two published titles under her belt. Her first book Viral Marketing: The science of sharing set the record straight on hunting for ‘viral success’. While her second book The Attention Economy and How Media Works, explains the stark reality of human attention to advertising, based on innovative research in many countries, which has led to her developing metrics for equivalence on TV and digital.
A major focus of Karen’s commercial work at Amplified Intelligence combines tech and innovative methodological design to look closely at attention metrics in an evolving digital economy. Karen founded Amplified Intelligence in 2017 from her home town of Adelaide in South Australia, with a deep passion and determination to see human based attention measurements change the way the media market operates. Amplified Intelligence does attention benchmarking by Platform, format and brand based on 100 per cent human data. Amplified Intelligence has been recognised as the world-leader in attention measurement metrics and media planning.
Some of the insights she shared based on years of research in a room packed with Madison’s
Media clients were –
Not all Reach of Media is equal because of varying levels of attention that different platforms command. Humans naturally get distracted and don’t look at advertising in any sustained way and switch between Active, Passive and Inattention.
Attention decays fast on some formats and slow on others. On fast Formats like high scroll, skippable formats, there is lots of active attention early, then a super-fast and steep drop off. On slow Formats which are not scrollable or skippable, active and passive attention is largely stable across the entire course of the view.
Attention decay needs to be considered in reach based planning.
Whilst outcome is driven by creative content, it is media and platform that determine attention metrics.
Each platform has its own Attention Elasticity, attention elasticity has huge implications on creative strategy and performance.
From an attention perspective, cinema is the best and programmatic advertising is the worst.
Creative has to be consistent since it is so difficult to get the attention of the consumers; there is no need to have different creatives for the same campaign.
New brands need awareness and persuasion. Steady state brands need reinforcement on Karen’s visit to India and this exclusive talk with Madison and its Clients Madison World Chairman Sam Balsara commented, “As we move into a fast-paced, highly fragmented media world, it is imperative that we understand the Attention grabbing capabilities of different platforms. To me it does appear that given the complexities in consumer behaviour, research cannot be left in the hands of media owners who are interested parties because of the commercial implications of such research and a neutral body of advertisers and media agencies should be running and financing and controlling such Research. Madison Media looks forward to initiating some research on this area of Attention, with the support of neutral parties”.
Madison Media homegrown communication agency is now the world’s four largest independent media agency as per RECMA. Madison Media also tops RECMA’s qualitative ranking chart for the last 4 consecutive years with a dominant Score.
Madison Media is a part of Madison World, India’s largest homegrown communication agency group established in 1988 that handles media planning and buying for clients like Godrej, Marico, Asian Paints, Titan, Blue Star, TVS, Raymond, CEAT, Pidilite, Bajaj Electricals, McDonald’s, Lodha, Shaadi.com and many others. Madison World through its 11 Units served last year as many as 500 Advertisers.
