Category: attention

THE MOST VALUABLE ADVERTISING COMMODITY ISN’T REACH OR MEDIA SPEND, IT’S ATTENTION.

As media continues to evolve, grow and fragment, our attention has become more discerning and harder to hold. Advertising, however, continues to behave as if reach alone equals influence, and in doing so is in danger of being tuned out entirely, writes Hamish Cameron, Strategy Director at BBH LA.  Early on in my career I was told a story by...

DIGITAL IS HAVING A MIDLIFE CRISIS. THE WAY FORWARD IS EXPERIMENTATION.

Digital media’s grand promises have not been fulfilled. Instead targeting fails, context blindness and a fundamental disrespect for people’s attention are jeopardising both brand growth and the social contract advertising has been built on. We need to remember some timeless principles and experiment with the new if we are to improve, writes Thomas Wagner, Planning Director at BBH Singapore. The...