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 reveal the true value of media platforms. They discover that not all impressions deliver equal attention and learn why excess share of voice works best when paired with high-attention media placement.
Topics covered:
- [01:00] "Attention and Effectiveness to ESOV and Beyond, Part Two"
- [02:00] Not all media impressions are created equal
- [04:00] How attention varies by platform and pricing gaps
- [05:00] Active vs. passive attention and the 2.5-second rule
- [07:00] Attention elasticity amplifies creative performance
- [08:00] ESOV still works, but placement matters
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Resources:
Brittain, R., & Field, P. (2023). Attention and Effectiveness: To ESOV and Beyond Part II. Advertising Council Australia.
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