How to hack the attention economy — with VCCP Media's Will Parrish

Everyone is fighting over slivers of attention.

In an era marked by the massive popularity of short-form video, changes in behaviour around second-screening and increased but fractured media consumption, getting an edge over the competition could be the difference between someone spending three seconds looking at your ad as opposed to 1.5 seconds.

Will Parrish is chief strategy officer at VCCP Media. Earlier this year, the agency, alongside attention expert Karen Nelson-Field and her team at Amplified, conducted a study into how having distinctive brand assets can be a game-changer for advertisers competing for those split seconds of attention on social platforms.

Parrish joins Jack Benjamin to unpack key findings from the study, how they impact his understanding of the media mix, how brands should consider attention within their wider measurement toolkit and why there is no longer, to borrow from Lord of the Rings, “one asset to rule them all”.

Highlights:

5:12: Taking the temperature of the ad industry

10:43: Findings from VCCP Media and Amplified's Hacking the Attention Economy research

23:13: How attention measurement impacts consideration of the media mix

27:19: Working with creative teams to understand the strengths and weaknesses of media environments

38:41: Does attention have a perception issue with marketers?

Related articles:

Just 1.5 seconds is enough for ad recall, new attention study reveals

Everything you wanted to know about attention but were too afraid to ask

Principal media in the age of attention metrics

‘Fit for TV’ YouTube channels drive higher ad attention than non-premium video

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Thanks to our production partners Trisonic for editing this episode.

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