Does attention matter?

What does a world of ever increasing information sources and platforms mean for attention? How do people make decisions about which media to devote their attention to? Do we need to catch and hold people's attention or is it just about forming brand associations subconsciously?

Dr Robert Heath's model of low involvement processing of advertising suggests you don't need to pay attention at all for advertising to have an impact. On the other hand, we frequently hear that the successful brands are ones that develop deeper relationships with consumers and invite them into a dialogue, offering them additional content and experiences.

Attention is one of the most talked about currencies in modern media and in order to understand the mechanics of attention in more detail, IAB and Newsworks have recently conducted research projects to explore this topic.

At this joint event the two trade bodies will present a quick overview of their findings, before being joined by media owners and media agencies for a panel discussion on what the findings of both studies mean for the media planning industry.

Book your free place now


9:00am - Presentation of the IAB and Newsworks attention research projects
9.40am - Panel discussion

Enquiries: or

Date: Tuesday 6 September
Venue: IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
Time: Registration from 8.30am for a start; 10.15am finish




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