Elderly intoxicated people pay 33% more attention to ads than sober viewers but remember half as much. That's just one reason why optimizing solely for attention can backfire spectacularly.

This week, Elena, Angela, and Rob are joined by Marc Guldimann, CEO of Adelaide. Marc explains why Byron Sharp is right about attention being wasteful when misused, but wrong about dismissing it entirely. The team explores how attention should measure media quality, not creative sensationalism or audience manipulation.

Topics covered: 

• [01:00] Why optimizing for maximum attention creates unintended consequences
• [06:00] Where Byron Sharp gets attention metrics right (and wrong)
• [13:00] The problem with legacy verification companies' attention metrics
• [18:00] How Adelaide rates media quality like a credit rating agency
• [23:00] Why cost-plus agency models create perverse incentives
• [28:00] YouTube podcasts and premium CTV as today's best media bargains 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2022 The Media Leader Article: https://uk.themedialeader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/

Marc Guldimann’s LinkedIn: https://www.linkedin.com/in/guldi/

Adelaide Metrics Website: https://www.adelaidemetrics.com/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.