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23. Did we mention attention? episode artwork

EPISODE · Nov 18, 2022 · 28 MIN

23. Did we mention attention?

from Future Proof

Sander Bosch from Heineken explains the role of attention measurement in planning and evaluating communications effectiveness. There has been a rise in interest around attention in the last few years. Our latest Media Reactions study reveals the majority of marketers believe that attention influences both creative and media effectiveness. Will it soon become a media currency? In this episode of Future Proof, Sander Bosch, Global Head of Brand & Communication Insights at Heineken, joins Kantar’s Duncan Southgate to talk about multimedia planning, attention elasticity and attention metrics. With Sander we discuss how marketers are using attention measurement to drive performance, and explore the latest techniques to both measure and predict attention. Hosted on Acast. See acast.com/privacy for more information.

Episode metadata supplied by the publisher feed · Published Nov 18, 2022

What this episode covers

Sander Bosch from Heineken explains the role of attention measurement in planning and evaluating communications effectiveness. There has been a rise in interest around attention in the last few years. Our latest Media Reactions study reveals the majority of marketers believe that attention influences both creative and media effectiveness. Will it soon become a media currency? In this episode of Future Proof, Sander Bosch, Global Head of Brand & Communication Insights at Heineken, joins Kantar’s Duncan Southgate to talk about multimedia planning, attention elasticity and attention metrics. With Sander we discuss how marketers are using attention measurement to drive performance, and explore the latest techniques to both measure and predict attention. Hosted on Acast. See acast.com/privacy for more information.

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23. Did we mention attention?

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This episode is 28 minutes long.

When was this Future Proof episode published?

This episode was published on November 18, 2022.

What is this episode about?

Sander Bosch from Heineken explains the role of attention measurement in planning and evaluating communications effectiveness. There has been a rise in interest around attention in the last few years. Our latest Media Reactions study reveals the...

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