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The Attention Economy and How Media Works

Simple Truths for Marketers

Authors: Nelson-Field, Karen

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  • Guides decision-making for marketers in the noisy, data-rich, fast-paced world of advertising
  • Highlights the elements of an effective advertising campaign for long-term brand growth in any digital media
  • Talks about buying the best advertising impression, creating the best impression and who you should impress
  • Offers an evidence-based deep dive into how attention works for advertising, and its relationship with sales
  • Reminds all marketers that the AdTech industry is on the precipice of change and what they can control to survive that change
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eBook 24,60 €
price for Spain (gross)
  • ISBN 978-981-15-1540-8
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 31,19 €
price for Spain (gross)
  • ISBN 978-981-15-1539-2
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. It explains the stark reality of human attention processing in advertising. Readers will learn how to maximise a viewer’s divided attention by leveraging specific media attributes and using attention-grabbing creative triggers. Nelson-Field asks you to pay attention to a disrupted advertising future without panic, but rather with a keen eye on the things that brand owners can learn to control.

About the authors

Karen Nelson-Field is the Founder and Executive Director of Amplified Intelligence and Professor of Media Innovation at The University of Adelaide, Australia. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, and has secured research funding from some of the world’s largest advertisers.  Her first book, Viral Marketing: The Science of Sharing (2013), set the record straight on hunting for ‘viral success’. Her work has been noted in The New York Times, Bloomberg Business, CNBC, Forbes, Wall Street Journal, Huffington Post, Contagious and The Drum, and she is a regular media writer for the Australian Financial Review. Karen’s commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy.

Reviews

​“In a world where misinformation often spreads fastest and loudest, Karen’s voice is an important one.” (Laurent Larguinat, Mars Inc)
“Consumers are constantly exposed to new technologies that change the way we consume media and with it, advertising. This book sheds light on the marketing business in an era of ever-changing media consumption, while effectively looking into the future of the industry and raising the specter of what may be yet to come.” (Christian Kurz, Thought Leader and Media Industry Expert)
“A voice of logic, neutrality and sanity in a market loaded with bluster.” (Geoff Seeley, Airbnb)
“Karen Nelson-Field’s recent research into ad viewability marks a major advance in the quest for greater clarity in media metrics.” (Unruly)

Table of contents (9 chapters)

Table of contents (9 chapters)
  • State of Play

    Pages 1-19

    Nelson-Field, Karen

  • Recipe for Good Media Research

    Pages 21-43

    Nelson-Field, Karen

  • How Advertising Works (so far)

    Pages 45-53

    Nelson-Field, Karen

  • The Evolution of Media Buying

    Pages 55-70

    Nelson-Field, Karen

  • The Attention Economy Is Coming (Fast)

    Pages 71-87

    Nelson-Field, Prof. Karen

Buy this book

eBook 24,60 €
price for Spain (gross)
  • ISBN 978-981-15-1540-8
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 31,19 €
price for Spain (gross)
  • ISBN 978-981-15-1539-2
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules

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Bibliographic Information

Bibliographic Information
Book Title
The Attention Economy and How Media Works
Book Subtitle
Simple Truths for Marketers
Authors
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
eBook ISBN
978-981-15-1540-8
DOI
10.1007/978-981-15-1540-8
Hardcover ISBN
978-981-15-1539-2
Edition Number
1
Number of Pages
XVI, 152
Number of Illustrations
21 b/w illustrations, 6 illustrations in colour
Topics

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