In this session...
Every marketer today believes the key to driving successful advertising ROI is by creating attention – the only catch is no one knows how to define it.
Four industry trailblazers, who lead a remarkable breadth of brands, platforms, measurement systems, and engage with a variety of audiences, come together to discuss the genesis of the industry's obsession with Attention. They'll take the audience on a journey of what Attention is, what it was meant to be, what it has been relegated to, the problem of its measurement, and why the industry is already looking beyond it and where do we go from here.
What You'll Learn from This Session...
- The industry’s obsession with ‘Attention,’ what it is, what it was meant to be, what it has been relegated to.
- The problems and shortcomings associated with attention measurement.
- Measuring 'Intention' rather than 'Attention.'