Table of Contents

1. State of Play.- 2. Recipe for Good Media Research.- 3. How Advertising Works (So Far).- 4. The Evolution of Media Buying.- 5. The Attention Economy is Coming (Fast).- 6. Buying the Best Impression.- 7. Creating the Best Impression.- 8. Who Should You Impress (and Where Are They Hiding?).- 9. The Magic 8 Ball.

About the Author

Karen Nelson-Field is the Founder and Executive Director of Amplified Intelligence and Professor of Media Innovation at The University of Adelaide, Australia. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, and has secured research funding from some of the world's largest advertisers. Her first book, Viral Marketing: The Science of Sharing (2013), set the record straight on hunting for 'viral success'. Her work has been noted in The New York Times, Bloomberg Business, CNBC, Forbes, Wall Street Journal, Huffington Post, Contagious and The Drum, and she is a regular media writer for the Australian Financial Review. Karen's commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy.