Measuring attention with Havas Media and Lumen Research

Measuring Attention, by Mike Nicholson.

In this episode of The Six Sells Podcast, I had a really interesting conversation with Jonathan Waite, Global Head of Activation, at Havas Media, and Mike Follett, Managing Director, at Lumen Research.

We discussed the practice of measuring active attention by consumers on advertising. It is fairly apparent to anyone with even a passing interest in communications that without attention, you have nothing.

It seems to me that there are 4 key levers that brands and their agencies must consider when planning for attention, which are:

⦿ – Share of screen
⦿ – Viewability + Dwell time on content
⦿ – Contextual relevance to the content
⦿ – Impact of creative

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