Over the summer I attended the Identity Mashup at Harvard. One of the many supersmart people I met there was Nicholas Givotovsky. Nicholas is working on some interesting angles of the identity space that I can’t talk about, but guarantee will be parts of our lives in the near future. Very exciting stuff.
I visited Nicholas recently at his farm in CT. We went walking in the woods, when he told me they were the woods where the Blair Witch Project was filmed. I wish he had told me that after the fact, the spooky factor was off the chart.
This week I was talking to a Silicon Valley reporter about SecondLife. Today she sends me a link to a research paper titled Measuring the Value of Media Engagement Against the Economics of Attention. The attention buzzword gets me every time, so I followed the link. It turns out that Nicholas was the author. Small world indeed.
Delivering on the promise of ‘any content, any time, any where, on any device’ by its nature defies measurement. The inherent uncertainty around the conditions and conduct associated with media consumption complicates determining both who is consuming media and the extent to which that consumption experience constitutes true engagement. Media consumption is no longer defined by stationary or static experiences but has become so dynamic that creating realistic measurement methods is proving extremely difficult.
Tomorrow’s media environment will be increasingly characterized by on-demand, highly fragmented yet highly personalized media experiences. The challenge that media and advertising companies face is how to determine the value of incomplete or partial attention versus static full-on media engagement.
Right on. It’s time to join the discussion and debate surrounding how media will react to consumer’s continuous partial attention.