Cause, consequence and course correct

Your platform reports that an ad was on screen for 10 seconds. According to Karen Nelson-Field's data, people were actively looking at it for only about 30 % of that time. Karen is a researcher from Australia and the founder of Amplified Intelligence, which measures attention to advertising through phone cameras and cameras under the TV. In this talk she explains why people ignore ads, what it costs advertisers and how the media market should correct course.

You'll learn which platform features matter more for attention than the creative itself, why a longer spot doesn't mean longer viewing and why the brand belongs right at the start. Karen explains how active attention seconds relate to sales and to a brand's mental availability, why it is too early to trade on an "attention CPM", and where attention data can be used in media planning, buying and measurement.