Our own Dr Ali Goode attended BAFTA’s headquarters on the 21st of April to talk at Thinkbox’s event, ‘Attention in context.’ Here, he outlined the findings from his recent investigation into the hot topic of attention.
Using input from scientists along with demonstrations from research studies, Ali shared his thoughts. He explained how the advertising industry’s view of attention needs to evolve and raised several questions that the industry needs to debate. Also, he highlighted some implications for creative development and measurement, both spotlight areas where more understanding is needed.
Attention is everywhere. You can’t move for people claiming it’s the next big metric in advertising. There’s no doubt it’s crucial: no attention, no point in advertising. But what exactly is attention? How does it work, how do you measure it (can you measure it?), and what do advertisers need to focus on in their media and creative to attract it? For more insights and expertise from Dr Ali Goode on wider topics, visit the other posts in our Newsroom.
This event opened up the discussion about this apparently simple, but actually rather complex and nuanced topic. It examined what we actually know, what we still don’t know, and where we should look next.
The event was live-streamed from BAFTA, and is now available to watch on demand.
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