Making Sense of the Attention Ecosystem

An in-person audience with Professor Karen Nelson-Field PhD followed by a fireside chat with Brian Jacobs

So why is everyone talking about attention, producing attention metrics, selling attention solutions and yet, we are still trying to work out what the attention story is all about. 

In an exclusive ISBA member event, Professor Karen Nelson-Field, credited with putting attention on the measurement map, promises to make sense of the attention ecosystem for us.

Her presentation will address the problem of viewability and how time in view is the Achilles heel of this issue, leading to flow-on effects such as reach-curves and ESOV. She will also discuss how creative is heavily impacted by this problem.

The state of play in the industry shows that there is a lot of conjecture around the definition of viewability. However, the actual problem, she will argue, lies in the operationalization of this definition, discussing the definition, the data, and the measures that have evolved in attention economics for advertisers.

Moving forward, is the era of scalable and rigorous attention data through the concept of ground-truthing. Karen will also explore the four applications, known as the Fab Four, that have landed in this space. Additionally, we will discuss the concept of a non-currency currency and its potential impact on the industry.

Following her presentation, leading ad industry measurement expert and commentator, Brian Jacobs, will explore the subject more widely with Karen in an informal fireside chat, bringing in audience questions together with a few of his own observations.  

Afterwards, there will be a drinks reception.

Who is it aimed at: 

• Anyone responsible for planning, buying and evaluating media
• Insight & Effectiveness practitioners
• Senior marketers
• Media leaders
• Media Research professionals
• Those who enjoy a complicated subject being made sense of

Speakers

Professor Karen Nelson-Field
A globally acclaimed researcher in media science, Professor Nelson-Field founded Amplified Intelligence to change the way that media is traded. She is a regular speaker on the major circuits, including Cannes and AdWeek, and counts some of the world’s largest advertisers as her clients. 

Her first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’. Her second, The Attention Economy and How Media Works, explains the stark reality of human attention to advertising. Her research has been noted in The NY Times, Bloomberg Business, CNBC, Forbes, Wall Street Journal and AdAge. And she was named a 2022 Honoree in the Ad Monsters + Ad Exchanger Top Women in Media & Ad Tech, as a Game Changer.

Her company, Amplified Intelligence, combines tech and innovative methodological design to measure human attention and guide the industry through a disrupting digital economy. Amplified specialises in application of knowledge via product across the media ecosystem in planning, trading, and verification. 

Brian Jacobs, Brian Jacobs and Associates
Brian Jacobs has spent over 50 years in the advertising business including spells at Leo Burnett (UK, EMEA, International Media Director), Carat International (Managing Director), Universal McCann (EMEA Director) and Millward Brown (EVP, Global Media). He has worked in the UK, EMEA and globally based in the USA. He has lived through shifts from full-service ad agencies to media agencies; from traditional single-commercial-channel TV to multi-faceted digital channels; and from media planning to multi-disciplinary communication planning.

In 2006 Brian started Brian Jacobs and Associates (www.bjanda.com), a consultancy business that numbers advertisers, start-ups, media agencies, research agencies and trade bodies amongst its clients.

Brian has co-authored two books on the media industry. ‘Spending Advertising Money’ with the late Dr Simon Broadbent was published in 1984; ‘Social Media Marketing’ with Jouko Ahvenainen, Alan Moore and Ajit Jaokar appeared in 2009.