Overview
Guides decision-making for marketers in the noisy, data-rich, fast-paced world of advertising
Highlights the elements of an effective advertising campaign for long-term brand growth in any digital media
Talks about buying the best advertising impression, creating the best impression and who you should impress
Offers an evidence-based deep dive into how attention works for advertising, and its relationship with sales
Reminds all marketers that the AdTech industry is on the precipice of change and what they can control to survive that change
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Table of contents (9 chapters)
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Front Matter
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Back Matter
Keywords
About this book
Reviews
“Consumers are constantly exposed to new technologies that change the way we consume media and with it, advertising. This book sheds light on the marketing business in an era of ever-changing media consumption, while effectively looking into the future of the industry and raising the specter of what may be yet to come.” (Christian Kurz, Thought Leader and Media Industry Expert)
“A voice of logic, neutrality and sanity in a market loaded with bluster.” (Geoff Seeley, Airbnb)
“Karen Nelson-Field’s recent research into ad viewability marks a major advance in the quest for greater clarity in media metrics.” (Unruly)
Authors and Affiliations
About the author
Karen Nelson-Field is the Founder and Executive Director of Amplified Intelligence and Professor of Media Innovation at The University of Adelaide, Australia. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, and has secured research funding from some of the world’s largest advertisers. Her first book, Viral Marketing: The Science of Sharing (2013), set the record straight on hunting for ‘viral success’. Her work has been noted in The New York Times, Bloomberg Business, CNBC, Forbes, Wall Street Journal, Huffington Post, Contagious and The Drum, and she is a regular media writer for the Australian Financial Review. Karen’s commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy.
Bibliographic Information
Book Title: The Attention Economy and How Media Works
Book Subtitle: Simple Truths for Marketers
Authors: Karen Nelson-Field
DOI: https://doi.org/10.1007/978-981-15-1540-8
Publisher: Palgrave Macmillan Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2020
Hardcover ISBN: 978-981-15-1539-2Published: 05 January 2020
eBook ISBN: 978-981-15-1540-8Published: 04 January 2020
Edition Number: 1
Number of Pages: XVI, 152
Number of Illustrations: 21 b/w illustrations, 6 illustrations in colour
Topics: Popular Science in Business and Management, Media Management, Media and Communication, Online Marketing/Social Media, Social Media, Digital/New Media