asiCast 181: The Attention Economy – A Category Blueprint
How has the focus on consumers’ attention moved on over the ten years or so since Karen Nelson-Field, Founder and CEO of Amplified Intelligence, first argued that the industry needed to take it seriously? In this asiCast Brian Jacobs, Founder and CEO of BJ&A, talks to Karen about her new book The Attention Economy: A Category Blueprint, which draws on her experience over this period and outlines where she believes the body of knowledge that has developed is going, the type of data flows we will see and the rules in relation to data quality we need to establish durability in an ecosystem continuing to develop.
Karen believes Amplified Intelligence knows enough now to know how this can work and be successful for brands. Whilst there are complicated differences across formats and platforms, using the type of data and the scale of the data gathered across 16 countries over seven years, the application of sophisticated machine-learning models has allowed for the development of predictive tools. It has been possible to identify systematic sameness across all the conditions tested.
Karen suggests that at a time when the MRC and the IAB in the US are working to develop accreditation guidelnes for attention measurement, she is currently working on a ’universal metric’ – a ‘game-changer’ she plans to unveil at CES in the new year.
Karen Nelson-Field will be speaking at this year’s asi International Television & Video Conference on 6th-8th November in Venice, Italy.
Karen talks with Brian Jacobs:
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