The evolution of media impact in Australia

Neuro-Insight’s Peter Pynta looks at why the move to media quality is a move beyond attention metrics to optimising the real-world impact of both the media and creative.

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

A movement has begun and media quality is now being mentioned in more marketing conversations than ever before. The move to media quality is a must! Increasingly, it’s about optimising the real-world impact of both the media and creative, beyond just attention metrics.

A part of this movement is being driven by an attention debate ongoing in our industry.

The Ehrenberg Bass Institute has a bulletproof reputation built on the relentless search for real-world evidence-based marketing. It always advocates...

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