The Triple Opportunity Of Attention

Presented at Cannes Lions 2023 and in a subsequent webinar hosted by Advertising Council Australia, The Triple Opportunity Of Attention from Orlando Wood, Dr. Karen Nelson-Field and Rob Brittain highlighted how investment in high attention media, at the right levels, using strong creative that plays to the medium, offers advertisers a triple opportunity for growth. The trio discussed how to extend attention on platforms, as well as the importance of developing creative that lodges brands in consumers’ memory and how to do so.

FEATURED EPISODE

In this episode of Uncensored CMO, Jon Evans is joined by the three effectiveness titans in his Cannes special coverage. Karen Nelson-Field, Rob Brittain and fan favourite Orlando Wood join him to talk about The Triple Opportunity Of Attention.

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Download 'The Triple Opportunity Of Attention' Slide Deck

This new study uses business outcome data from campaigns on the Advertising Council Australia’s effectiveness database.

They examined the campaigns through the lens of Amplified Intelligence’s media attention data and tested the creative from these campaigns using Amplified Intelligence’s attention metrics and System1’s Test Your Ad effectiveness measures (emotive Star Rating).

This enabled them to look at the contribution of media attention, creative strength and investment on business outcomes.

The Triple Jeopardy Of Attention

System1’s Orlando Wood joined Amplified Intelligence CEO Karen Nelson-Field and effectiveness expert Peter Field to discuss The Triple Jeopardy Of Attention: three interlocking threats to effectiveness with one common root – undervaluing attention as a metric and goal for advertising.

The full session is fascinating and strongly recommended. But if you don’t have 90 minutes, access the blog below for a recap of the seven key points the panel made. You can also listen to the episode of the Uncensored CMO podcast featuring the trio alongside host Jon Evans.