The Art of Attention: Professor Karen Nelson-Field in RTÉ
RTÉ was honoured to host the Marketing Society and guest speaker Professor Karen Nelson-Field to speak about The Art of Attention.
Karen Nelson-Field is Founder and Executive Director of the Centre for Amplified Intelligence, research consultancy group made up of PhD trained marketing researchers and computer science engineers. They apply the power of human intelligence in research design and amplify it with technology. She has a PhD in media science and is a global authority in media strategy. She is also a Professor of Media Innovation at the University of Adelaide. Karen has held executive roles in media, tourism and FMCG and worked at the Ehrenberg-Bass Institute for 10 years, before going into business for herself.
We were joined by 120 leaders of the marketing industry for Professor Nelson-Field’s presentation on the topic “Not All Reach is Equal”. You can see the full presentation below.
This proved to be a highly informative and enjoyable session where Professor Nelson-Field shared the results of her two-year cross-platform research project, The Benchmark Series, and pointed out the media attributes that really matter for brand growth.
This presentation opened on the premise that the pendulum of advertising spending has swung towards digital and that Professor Nelson-Field and her team were approached to “Re-Establish the Media Baseline”. As a professor of a renowned university she ensured that the research was carried out on her terms and that the results were the results, and there would be no thumb on the scale to favour any media.
Cut-Through and MemorabilityIn phase 1 of the research they tested Cut-Through via Attention and Memorability via product choice. Attention was measured by “gaze-tracking”. Amplified Intelligence built an app which a panel member downloaded, the app engages the camera to track eye-movements and intercepts ad load to ensure that the same creative was seen on all platforms. In 5,000 viewer sessions there were more than 50,000 test ad exposures. This was done on laptop for YouTube and Facebook and using a phone camera to track TV. The panel were then sent to a discrete choice store, which is the gold standard for measuring choice. The results of the first phase were pretty clear. TV get’s twice the active viewing as YouTube and fifteen times that of Facebook. She also mentioned that passive viewing, plays a role but not as much as active. What they found was that attention and product choice are related, and that was consistent across all data sets (8). As a result of TV driving more overall attention, TV advertising drives more sales.
In phase 2 of the research they measured the effect of mobile as many claim that mobile is the optimal platform for Facebook and YouTube. In order to maintain a standard across all platforms, they also tested TV on mobile. They used the same creative as in the previous phase, these were taken from a wide range of categories.
The device did make a difference. The Short-Term Advertising Strength (STAS) showed that small screens deliver more sales for all platforms, including TV. On all platform’s TV content outperforms the best of the online competitors.