How to use data to get audience attentionIt’s time to start using attention data to better inform advertising campaigns and reduce wasted spend, says Magnetic Data CEO Phil Townend. Townend addressed members of the advertising industry during an event run by the data solutions startup at Te Papa Wellington last week. His keynote speech, Unlocking the attention economy, discussed how marketers can better capture audience attention, especially in a world where consumers are constantly overwhelmed with stimuli. First and foremost, understanding audience attention is key to reducing wasted advertising spend – defined as those moments in ads when less than 20% of viewers are still actively looking. Townend highlighted the need to use attention data to inform the role of each media channel and build creative content that maximises the limited attention available on different platforms.

Source: Stuff June 24, 2024 03:42 UTC