Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how attention metrics correlate with profitability across different media channels, diving into new research that reveals surprising insights about the relationship between consumer attention and campaign success.
Topics covered:
- [01:00] "Maximizing Profit Through Attention"
- [02:00] TV's dominance in attention metrics
- [05:15] Cinema vs. TV vs. digital attention rates
- [07:00] Cost per 1000 attentive seconds
- [08:30] Moving beyond reach and frequency
- [09:45] The balance of attention and persuasion
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Resources:
Rooney, R., & Basset, D. (2024). Maximising profit through attention. Ebiquity & Lumen.
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