Karen Nelson-Field (ILF2019)
The Australian
Strong creative assets placed on “high attention” media platforms on which audiences can’t skip or scroll through content can boost attention by up to 75 per cent, a new Advertising Council Australia (ACA) report has found.
Off the back of the report Attention & Effectiveness: To ESOV and Beyond Part II released last week, a top marketing leader agrees that channel choice can make or break a campaign.
The report brought leading Australian and international marketing minds together, including marketing effectiveness “godfather” Peter Field, industry-leading CMO advisor and consultant Robert Brittain and professor Karen Nelson-Field, founder and chief executive of Amplified Intelligence, and found that the business impact of marketing campaign effectiveness can increase by 65 per cent when strong creative is placed on high attention media.