Attention is a scarce commodity.

The industry knows this, but doesn’t know how to effectively measure it. As attention decreases, there’s an increasing need to develop the knowledge and tools to navigate the attention economy and work with it, rather than against it.

Reduce wastage in the short and long term by taking part in the Mastering Modern Media in the Attention Economy online learning programme – a course that will give you a deeper understanding of how attention data can be utilised in your day to day media and creative workflows.

Created on a foundation of over 15 years of scientific evidence-based findings, you’ll be exposed to the practices and methodologies of how real human attention data and its technologies can help you craft more insightful media planning and creative strategies. Helping you build an attention plan for your business with guidance from a globally acclaimed researcher and professor in media science.

After 6 weeks you’ll have new future-proofing skills that will keep you steps ahead of a rapidly evolving landscape, and the confidence to apply them.
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WARC logo crossed with the logo for Dr. Karen Nelson Field's e-learning course Mastering Modern Media: Effective Strategies for the Attention Economy against a dark green background

Dr. Karen Nelson-Field

Founder and CEO at Amplified Intelligence

A globally acclaimed researcher in media science, Professor Nelson-Field founded Amplified Intelligence to change the way that media is traded. 

Through a fusion of technology and innovative methodological design, the company measures human attention and guides the industry through a disrupting digital economy. 

Karen is an award winning academic and innovator, as well as a regular speaker on major circuits, including Cannes Lions, CES and AdWeek, while counting some of the world’s largest advertisers as her clients. Her latest book, "The Attention Economy: A Category Blueprint", sets the record straight on the rise of attention measurement and how it works as an evolution of measurement.

How does this course cater to my role?

This course caters to Marketer and Media roles looking for a comprehensive grasp of the future of measurement and evolving media landscapes.

It's especially suited for individuals in marketing roles within client-side organisations or advertising agencies as well as media planners and advertising specialists on the agency side.

Chief Marketing Officers

Looking to refine leadership skills and stay ahead of industry shifts.

Junior Marketers

Who want to accelerate their career progression by mastering advertising efficacy and adopting the latest measurement methodologies.

Media & advertising specialists

Who want to build more effective strategies and deliver better campaign outcomes and ROI.

In the course you will:

  • Play with real planning data – have a shot at optimising a media plan with a real-time attention optimiser tool.

  • Play with real gaze data – have a shot at measuring your own attention.

  • Get group time with Dr Karen Nelson-Field for questions.

  • Build an attention plan for your business.

  • Complete a multiple choice answer exam.

  • Gather tips to take to work and complete Mini Tasks (optional) to support learning from each module.

The modules

The course is delivered in 8 modules over 6 weeks with multiple parts

Importance of understanding the attention economy and the need for more accurate measurement.


Key Topics:

  • History and definition of attention economics.

  • Evolution from legacy to new measurement.

  • Human vs. non-human attention measurement.

  • Data limitations and the role of AI.

  • The transformation of media measurement.


Critical human viewing patterns and their impact on ad effectiveness.


Key Topics:

  • Attention Time, Focus, and Hierarchy.

  • Attention Elasticity and its impact on creative performance.

  • The concept of unlearning traditional models.

  • Bridging the gap between perception and reality in media consumption.


Applying brand growth principles in the modern media landscape.


Key Topics:

  • Double Jeopardy and Duplication of Purchase laws.

  • Challenges for brands in today’s fragmented media environment.

  • Building Mental Availability and Distinctive Assets.

  • Strategic approaches for challenger brands and market leaders.

Leveraging creative strategies to amplify attention.


Key Topics:

  • Emotional hooks, unexpectedness, and relevance in ads.

  • The role of language in capturing attention.

  • Strategic use of repetition and distinctive brand assets.

  • Crafting resonant and memorable advertising.


Converting attention into measurable business outcomes.


Key Topics:

  • The role of branding in driving outcomes.

  • Importance of early and consistent branding in ads.

  • Attention-Memory Threshold and its impact on ad effectiveness.

  • Tailoring attention strategies to specific campaign goals.

Integrating attention metrics into media strategies to restore ad effectiveness.


Key Topics:

  • Attention Adjusted Reach and its applications.

  • Media Verification, Planning, and Buying.

  • Attention as a complementary currency.

  • Preparing leadership and teams for attention measurement adoption.

Addressing ethical considerations in attention data collection and usage.


Key Topics:

  • Respect, reciprocity, and transparency in human-led measurement.

  • Ethical principles like Individual Sovereignty and Privacy.

  • Challenges of surveillance-based technologies.

  • Data quality guidelines and the rule of three in ethical attention measurement.

This final module gives you a live hour with Karen to discuss anything in the course, plus recommendations for further learning and exam and paper prep.


Key Topics:

  • New News of the day

  • People to Follow

  • Books to Read

  • Exam Prep

  • Optional Paper Prep

  • General Q&A Time

What you’ll be equipped to answer after the course

  • How the measurement of attention has evolved from traditional methods to modern approaches
  • What the Attention Economy Taxonomy is and why it’s significant
  • What Attention Elasticity is and how advertisers should adjust their expectations accordingly
  • How Mental Availability and Distinctive Assets contribute to brand growth
  • Why advertising effectiveness is still a critical part of the attention conversation in today's media landscape
  • What some effective strategies are for building creative that amplifies human attention
  • How the role of emotion enhances media and creative performance
  • How ad length can be used effectively to capture viewer attention
  • What the future trends are in measurement including the role of genAI and post-cookie segmentation
  • What the ethical considerations are in attention data collection and use
  • How a measurement RFI should be structured to ensure ethical compliance and effectiveness

Why choose the Mastering Modern Media course?

  • Attention specific

    This course goes far deeper than the entry-level attention certifications available elsewhere on the market. It offers academic insights into the media measurement evolution, scientific foundations of human-led practices, and a deep dive into the inefficiencies of reach-based media planning and traditional media metrics – exposed by years of rigorous human attention research.

  • Evidence-based

    The content and insights within this course are built from over 15 years of global research, including data captured from more than 800,000 panellists from real ad environments. This research has been adapted into countless published works, as well as adopted and actioned by many of the world’s most innovative and influential ad agencies, media platforms and brands to better inform their media and business strategies.

  • Quick fixes, practical application and future-proofing skills

    You'll learn how to reduce wastage and improve ad effectiveness, both from a short and long term perspective. You'll discover how attention data can be applied in your day to day existing workflows, plus how other human measures such as emotion can be used in creative and media planning. You'll gain a deep understanding of attention and its role – preparing you for an evolving media landscape and enabling you to provide more informed insights to clients and teams.

Transform your career.

Learning opportunities from LIONS offer a blend of theory and practical elements from globally-known practitioners
– leaving you ready to progress your career in creativity.
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