Capturing and maintaining attention: Neuroscience reveals the power of audio in Australia

Attention often has a confined definition and ARN’s Shannon Bosshard says there are other creative elements that advertisers need to consider such as the rise of audio in Australia.

This article is part of a Spotlight series on the New Attention Economy in Australia. Read more

The move within Australia towards attention, dubbed the “attention economy”, has seen the prolific adoption of tools designed to increase advertising effectiveness. Attention-based metrics allow for a greater understanding of not only whether an individual has been exposed to an ad but whether they attended to it.

One of the leaders in this space is undoubtedly Amplified Intelligence, led by Prof Karen Nelson-Field. As one of the pioneers of the move towards attention, both within Australia and globally, their work is...

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