Attention beyond the screen

WARC's Alex Brownsell talks to Ailsa MacKenzie, group strategy director at Global, Sarah Harding, insight director at GroupM OOH, and Pierre Bouvard, chief insights officer at Cumulus Media and Westwood One, about whether attention matters in all media channels, and if so, what impact does attention have in environments where visual content is less central to the overall audience experience?

Where to listen

Timestamps

01:48 – Ailsa summarises the findings of Global’s studies 08:39 – Sarah summarises GroupM’s latest study that explored OOH and attention 14:40 – Pierre’s view on the attention debate from a US perspective 19:24 – Should there be different approaches to attention based on the channels used? 21:23 – Concerns about the way that attention was measured and interpreted 24:28 – Pierre on audio as a brand building tool and CPMs28:16 –...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands