Adwanted UK: The Media Leader

KAREN NELSON-FIELD

Professor Karen Nelson-Field is a media science researcher and founder of Amplified Intelligence. She writes a monthly column for The Media Leader – Attention Revolution – in which she explores how brands can activate attention to measure online advertising as well as build a better digital ecosystem.

LATEST ARTICLES

14 Jul 2022

'Good enough' is not an option over excellence. It's time to graduate to the next level, writes Prof Karen Nelson-Field.

26 Apr 2022

The implications patterns are striking to both brands and those intending to integrate attention as a key metric of ROI.

29 Mar 2022

When you start to build a currency, you’re not doing it for the short-term. It must be enduring and stand the test of time, warns Professor Karen Nelson-Field.

16 Feb 2022

Professor Karen Nelson-Field explains there is more to active attention seconds, with more complex shapes and patterns that impact outcomes.

12 Jan 2022

Professor Karen Nelson-Field offers three predictions for 2022, but says regardless if they come true this year is going to be a hell of a ride for audience measurement.

14 Dec 2021

Mediatel and Amplified promised a revolution and we hope we have delivered.

03 Nov 2021 |

Attention Revolution: As we build an attention-based audience measurement category, guiding rules around data quality must be followed.

07 Oct 2021

Attention (as a metric) has moved to the Early Majority stage on the innovation diffusion curve, explains Prof Karen Nelson-Field

09 Sep 2021

Karen Nelson-Field offers a blueprint for users of audience measurement who recognise the significance of a changing media economy

05 Aug 2021

Measuring viewability and passing it off as ad effectiveness is like saying product distribution is enough, without having sold any units off the shelf

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