Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
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Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
The Power of Ad Attention – Effectiveness Through Attention Time
Brandwidth® Big Ideas on Small Business Marketing
47 minutes 34 seconds
1 year ago
The Power of Ad Attention – Effectiveness Through Attention Time
Sam McEwIn and Dean Millson discuss the importance of attention in advertising and the findings of Professor Karen Nelson Field’s research on attention. They explore the impact of attention on memory and brand recall, as well as the different channels that attract attention, such as television, catch-up TV, and mobile phones. The conversation highlights the potential of optimising ads and media plans to maximize attention and the need for a unified metric to measure attention across different channels. The discussion also touches on the effectiveness of digital TV ads and the value of print advertising.
[TRANSCRIPT]
0:00:27 – (Sam McEwin): Yes. Welcome back to another episode of The Brandwidth Audio Podcast. My name’s Sam McEwin. Joining me dressed in exactly the same shirt as he wore in the last episode, is Dean Millson.
0:00:36 – (Dean Millson): It’s so bizarre. Exactly the same thing that was going through my head as you introduced me then. Thank you, Sam.
0:00:46 – (Sam McEwin): Have you not slept in the last three weeks that we.
0:00:51 – (Dean Millson): Funny.
0:00:52 – (Sam McEwin): Yeah. We may have mentioned welcome, everybody, to the episode we may have mentioned at the end of the last episode that we are making some early attempts at recording video to accompany these podcasts, which may or may not end up on YouTube. We’re certainly at some point going to have video on YouTube. I think whether my attempts to set up some sort of rudimentary recording system have worked or not, I’m not sure about. But it has definitely exposed the fact that we tend to record these episodes back to back a couple of times.
0:01:20 – (Dean Millson): Have to have a change of clothes, like hold a wardrobe.
0:01:25 – (Sam McEwin): There’s a lot to think. See, little things that you don’t think about when you’re recording a podcast.
0:01:30 – (Sam McEwin): We’re going to need a wardrobe department.
0:01:32 – (Dean Millson): Yeah, we are.
0:01:34 – (Sam McEwin): That could be fun. Wow.
0:01:37 – (Dean Millson): There’s a whole new distinctive assets. I can just think of turning up in some sort of fancy dress. A bit of what’s come to mind, like Civil War. I don’t know why I’m gone there. Like, if I dressed up as a Civil War generally, I don’t know why.
0:01:55 – (Sam McEwin): I just pictured you looking like the Colonel Sanders. I don’t know if that was I think I’m in the General Lee with the little okay.
0:02:04 – (Dean Millson): All right.
0:02:07 – (Sam McEwin): It’s sort of related. I’ve heard of facial hair as branding. What was his name? From you, but wouldn’t know him, but from Moz SEO. Moz Rand. He used to do some sensational he used to do some video content called Whiteboard Fridays, where he tackled some really watching those, actually. Yeah, it was really good. And there was sort of early days of content marketing, and he’d get a whiteboard and he’d sort of plan out what he was going to talk about on the whiteboard pre the show. And then he’d sort of talk through it usually quite complex technical SEO things. But he had a lot of charisma, and he did them really well. And as it evolved, he started sort of doing some interesting things with his facial hair.
Brandwidth® Big Ideas on Small Business Marketing
Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
