Media impact in Australia: How it is evolving | WARC | The Feed

A move to media quality should also involve moving beyond attention metrics in order to optimise the real-world impact of both the media and creative, says Neuro-Insight’s Peter Pynta.

Why it matters

Impact is about building, strengthening and re-triggering a network of memories in the brain, and a robust measurement of impact is required to achieve the greatest chance of success for advertisers.

Takeaways