Season 3, Episode 13: Is your advertising getting enough Attention? In this episode, Mike Follett, Managing Director at Lumen Research, joins Ian Whittaker to talk about Attention as a vital new metric in campaign planning. In a world of information overload, grabbing a consumer’s attention and maintaining it is becoming increasingly important for advertisers. Not only that, but in an industry where the number of marketing channels seems to continually grow, finding a metric which helps you truly compare every channel consistently seems a gift to the modern marketer. Find out how the development of innovative research methods, such as eye-tracking technology, is shaping Attention into the new essential currency being adopted by marketers today.