Nine last month claimed massive active attention for BVOD ads playing on mobile devices, 72 per cent for a 30-second commercial, per Amplified Intelligence’s study. But Karen Nelson-Field’s data is in for Val Morgan – and it suggests cinema blows other channels out of the water for active attention, with zero decay across the entire ad. As attention metrics pick up major attention globally, Nelson-Field is just back from a World Federation of Advertisers conference, warning marketers not to let themselves get gamed by those touting cheap, “dirty” attention CPMs while brushing off naysayers briefing against the march of attention metrics. Locally, the likes of NAB want to bring attention data into econometric modelling; agencies are already using it to reweight channel spend and show marketers that their share of voice models could be way, way off.