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11 October 2022
Media impact in Australia: How it is evolving
Australia
Neuromarketing
Attention
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
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