The Attention Economy: Why not all reach is equal with Karen Nelson Field
Uncensored CMO29 Jan 2025

The Attention Economy: Why not all reach is equal with Karen Nelson Field

Dr Karen Nelson Field is a multiple returning guest to the podcast, talking about her book "The Attention Economy: A Category Blueprint" which takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape. In this episode we discuss the history of attention, how the platforms are manipulating our attention, why not all reach is equal, and, ultimately, what we can do about it.

00:00 - Intro
00:49 - Karen’s new book
01:42 - The history of attention
03:20 - The case for attention
04:17 - The difference between active and passive attention
09:37 - Linking attention to memory
11:30 - Linking attention to advertising outcomes
14:12 - The concept of attention elasticity
15:17 - How platforms are manipulating our attention
17:51 - How to measure attention
20:10 - Seen vs served
25:22 - How is the industry progressing?
27:21 - Is there a new metric we can use in place of CPM?
29:10 - How to buy media based on attention
31:25 - Karen’s new course
32:31 - How is Amplified Intelligence going

Avsnitt(263)

How Brewdog built a £billion beer brand - James Watt

How Brewdog built a £billion beer brand - James Watt

The last time I spoke to today's guest, James Watt, he fired me. It's the first thing we talk about in the episode, but I have nothing but respect for the man who built Brewdog into the Unicorn it is ...

4 Feb 58min

Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960...

2 Feb 20min

How SAS went from performance to brand - Jenn Chase

How SAS went from performance to brand - Jenn Chase

Jenn Chase, CMO of SAS, joins us to share how one of the world’s most established AI and analytics companies is reinventing its brand. From launching SAS’s first brand campaign in 25 years to shifting...

28 Jan 49min

Why we need to embrace failure with Kory Marchisotto [Uncensored Renegades]

Why we need to embrace failure with Kory Marchisotto [Uncensored Renegades]

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960...

26 Jan 23min

Confessions of a CMO with Mark Ritson

Confessions of a CMO with Mark Ritson

After collaborating with Worldwide Partners on the Confessions of a CMO report (the anonymous report asking top tier CMOs what they really think about the state of the role), I thought I'd team up wit...

22 Jan 45min

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Listen to the launch episode of my brand new show, Uncensored Renegades, co-hosted with Kory Marchisotto, CMO of e.l.f. and a previous guest on Uncensored CMO.Listen to the new show here:Apple Podcast...

16 Jan 46min

Rory Sutherland on why luck beats logic in marketing

Rory Sutherland on why luck beats logic in marketing

Our most popular guest ever is back - Rory Sutherland returns for a wide-ranging conversation on why marketing works best when it embraces luck, spontaneity, and a little irrationality. From the dange...

14 Jan 58min

How Not to Plan in 2026 with Les and Sarah

How Not to Plan in 2026 with Les and Sarah

Les Binet and Sarah Carter are back for our yearly special, tacking the biggest marketing stories of the year and what to focus on in 2026. We explore the power of consistency, disguised repetition, a...

7 Jan 1h

Populärt inom Business & ekonomi

framgangspodden
varvet
rss-jossan-nina
rss-borsens-finest
rss-svart-marknad
badfluence
avanzapodden
uppgang-och-fall
svd-tech-brief
rss-kort-lang-analyspodden-fran-di
fill-or-kill
rss-dagen-med-di
lastbilspodden
tabberaset
bathina-en-podcast
24fragor
kapitalet-en-podd-om-ekonomi
rss-inga-dumma-fragor-om-pengar
rikatillsammans-om-privatekonomi-rikedom-i-livet
dynastin