Attention has quickly gone from an immeasurable advertising pipe-dream to a leading metric compatible with emerging channels such as connected TV, digital out-of-home, and most recently, retail media.

On this episode of the Performance Marketing Unlocked podcast, Mike Follett, CEO and co-founder of Lumen Research (16:38), reveals how his company became an "overnight success", moving from a problem-identifier to a problem-solver for brands, advertisers and agencies alike.

Preceding that discussion, is a catch-up with PMW's intrepid News Reporter Reem Makari (1:21), who joins host Joe to talk Mad//FEST London, Prime Day 2025, and review a turbulent H1 ahead of a potentially even more turbulent H2.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

A review of H1 and a look ahead to H2 (1:21)

Marrying attention and retail media (16:38)

What is the true value of attention? (35:58)

PMW's Resell Me a Pen Challenge (45:20)

~ Further reading ~

Co-op plugs in-store attention data into major agency planning tools

Social media is becoming a vanity metric

Mike Follett

AI’s ‘Sputnik moment’: What the arrival of DeepSeek means for marketers

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