Dr Karen Nelson-Field: Uniting creative, media and branding is the ‘perfect nirvana’

Distinctive brand assets are among a marketer’s most powerful tools, and when used effectively, they can drive memory and measurable brand outcomes across digital formats in just 1.5 seconds of active attention, according to research from media scientist Dr Karen Nelson-Field and VCCP Media.

The findings from its new report, ‘Hacking the Attention Economy’, challenge previous research about digital ads which found that 85% of placements received less than 2.5 seconds of attention and were therefore often dismissed as ineffective.

“In a very highly distracted world, that’s good news,” Nelson-Field tells Marketing Week. “That’s not about doing more, it’s about doing better.”