The attention economy and how media works simple truths for marketers /

The attention economy and how media works simple truths for marketers /

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Bibliographic Details
Main Author: Nelson-Field, Karen
Corporate Author: ProQuest (Firm)
Format: Electronic eBook
Language:English
Published: Singapore : Palgrave Macmillan, 2020.
Subjects:
Marketing.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Intro
  • Foreword
  • Acknowledgements
  • Contents
  • Notes on Contributors
  • List of Figures
  • List of Tables
  • 1 State of Play
  • 1.1 Critical Media Moments in Time
  • 1.1.1 Blitzscaling and the Accidental Media Companies
  • 1.1.2 Free Reach and Going Viral
  • 1.1.3 Instant Measurement Appeared in an Instant
  • 1.1.4 The Machines Arrived
  • 1.1.5 Hyper-Personalisation (aka Web of One)
  • 1.2 What Have These Critical Moments Done to the Advertising Troops?
  • 1.2.1 Factfulness and Confusion
  • 1.2.2 Confusion is Driving us to the Right (Not Left) Side of the Banana
  • 1.2.3 The Wrap up
  • 3.2.1 Advertising Doesn't Persuade
  • 3.2.2 Advertising Impact is Small but Positive
  • 3.3 How Publicity Can Be Measured
  • 3.3.1 What is Mental Availability?
  • 3.3.2 Why does it Matter?
  • 3.4 Staying True to You
  • 3.4.1 Becoming Unhinged with Differentiation
  • 3.4.2 What is a Distinctive Asset?
  • 3.4.3 The Wrap up
  • Bibliography
  • 4 The Evolution of Media Buying
  • 4.1 A Brief History of Media Buying
  • 4.1.1 The Early Years
  • 4.1.2 The Middle Years: Demographics Become the New Kid on the Block
  • 4.1.3 The Later Years: A Giant Emerges
  • 4.2 Tech Changed Everything
  • 4.2.1 We've Lost Control
  • 4.2.2 The Link Between Cookies and Golf
  • 4.2.3 Programmatic Trading was Born
  • 4.2.4 Measurement Became a Science
  • 4.3 The Future in a Private World
  • 4.3.1 Serious Consideration
  • 4.3.2 So, What to do?
  • 4.3.3 The Wrap up
  • Bibliography
  • 5 The Attention Economy Is Coming (Fast)
  • 5.1 Drawing High Attention to Low Attention
  • 5.1.1 Human Capacity
  • 5.1.2 Not All Attention is the Same
  • 5.1.3 The Value of Divided Attention
  • 5.2 A New Economy Is Dawning
  • 5.2.1 A Shifting Paradigm
  • 5.2.2 The Rise of the qCPM
  • 5.2.3 The Wrap up
  • Bibliography
  • 6 Buying the Best Impression
  • 6.1 The Relationship Between Being Seen and Ad Impact
  • 6.1.1 The (Long) Path to an Online Viewability Standard
  • 6.1.2 Viewability is a Two-Part Metric
  • 6.1.3 But What is Sufficient Ad Viewability?
  • 6.1.4 Starting with What is at Stake: Viewing Standards and Chargeable Inventory
  • 6.1.5 The Results are in on Size
  • 6.1.6 The Results are in on Length (Sort of)
  • 6.1.7 Could Screen Coverage be a New Game Player?
  • 6.2 Media Context
  • 6.2.1 Is Editorial Context a Magical Missing Piece?
  • 6.2.2 The Wrap up
  • Bibliography
  • 7 Creating the Best Impression