In this lesson, Kevin Smyth from Playground XYZ explains how marketers can use modern attention-based metrics to measure retention.
The way consumers today interact and engage with brands has changed dramatically. They want unique, attention-grabbing creativity delivered in a personalised way. For content to succeed, brands need to understand how monotony, mood and motivators contribute to consumer connection.
TOP OF THE CHARTS: A study by Australian outdoor-media company QMS lends support to the intuitive idea that ads with changing creative stick in the mind better than static ads.
We already knew attention mattered. This year, we discovered just how much.
Or is it the other way around?
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