During a live podcast recording, Peter Field, Mike Follett and Heather Dansie ask why adspend continues to pour into low-attention digital media inventory despite evidence to the contrary.
At Adwanted’s Future of Media event in Manchester last week, Media Leader reporter Jack Benjamin interviewed Field, Follett and Dansie on Newsworks’ new ‘Attention’ research findings for a special live edition of the podcast.
The research shows that high-attention media, including TV, radio, cinema, magazine and news brands, deliver significantly better business outcomes for advertisers compared with low-attention campaigns.
Despite this, over the last decade, adspend has shifted away from these channels in favour of pure play digital display and social media. Effectiveness expert Field calls this “an astonishing absurdity [that] needs to be fixed fast”.
Meanwhile, Follett, Lumen CEO, urged media planners to “do your job… buy the most effective ads for your clients.”
Newsworks’ insight director Dansie, who presented the research alongside Field in Manchester, believes the “industry knows we’ve gone too far”. She described why news brands are a high-attention, quality media: “Journalism is regulated and accountable. [News brands] hold power to account, and equally they are accountable.”
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