Why reach-based media planning is broken and how to fix it - Karen Nelson-Field

Professor Karen Nelson-Field is Founder and CEO of Amplified Intelligence, and Professor of Media Innovation at The University of Adelaide. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, including Cannes and SXSW, and has secured research funding from some of the world’s largest advertisers. Her first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’. Her most recent book The Attention Economy and How Media Works explains the stark reality of human attention processing in advertising. Karen’s commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy.Listen to my first episode with Karen from Cannes.What we covered in this conversation:Reaction to Cannes Lion Triple Jeopardy talkKaren’s career journey to nowMaking the jump from Academia to Business ownerWhy not all reach is created equalHow few people actually pay attention to your advertThe variability of time in view vs actual attention based on platformThe technology that allows attention to be measuredHow the ESOV and reach based model are brokenThe 2.5second rule and how memory is createdHow repetition of advertising helps in low attention platformsHow attention has an elasticity based on the platformThe role of creative in attention rich platformsThe importance of adapting your creative based on the attention of the platformHow to approach media planning with attention in mindWill wearable technology help improve attention measurementKaren’s response to Byron’s recent comments on attentionWhat level of push back the focus on attention is gettingWhat’s coming next for Amplified Intelligence