Attention measurement has become a crucial topic in the world of media and advertising. However, it has also raised several challenging questions. One such question is whether people are truly paying attention to the ads they are shown. This poses a problem for an industry that demands a return on investment but struggles to demonstrate it easily.

Dr Karen Nelson-Field discussed the upsides, downsides, and recent developments in this evolving field. She emphasised that businesses may not need as much attention as they believe.

By understanding the actual amount required, they can give back to consumers and reduce the time taken from their lives.

Listen to the interview in full below or visit The Media Leader website to discover more.