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


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 –...

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