thenetworkone is proud to partner with LIONS Learning to offer three of their six world-class courses.
Cannes Lions are proud to be partnering with thenetworkone to bring our world-renowned courses to TNO’s expert independent agency network. thenetworkone is now offering our members the chance to join Mastering Modern Media in the Attention Economy – and benefit from exclusive TNO pricing.
Mastering Modern Media
Future-proof your advertising strategies using human attention as your differentiator. Backed by extensive academic research.
Future-proof your advertising strategies with human attention.
With Dr Karen Nelson-Field
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 months you’ll have new future-proofing skills that will keep you steps ahead of a rapidly evolving landscape, and the confidence to apply them.
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.
Pricing
This course is available on-demand, with up to 6 months to complete. Seats start at €1,200 / $1,399 / £1,050. Contact our team to discuss group pricing and available discounts.
Get in touch
Take your seat. Ready to go? If you’re based in the United States of America, Canada, United Kingdom, France, Spain, Germany, and Italy and paying for your own place on this course, you can get started below.
Based outside of the United States of America, Canada, United Kingdom, France, Spain, Germany, and Italy, being funded by your company or interested in a group booking? We’re on hand to talk you through your options.
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.
• 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.
This course is on demand, for you to learn anytime and any place.
The modules
The course is delivered in 7 modules over 6 months with multiple parts
• Module 1: Shaping the Measurement Conversation
• Module 2: How Media is Consumed and How This Impacts Ad
Effectiveness
• Module 3: Super Fast Brand Growth Refresh
• Module 4: Attention Amplifiers
• Module 5: Outcomes Amplifiers
• Module 6: Applying Attention in Workflows
• Module 7: Ethics in Attention Measurement
• Final exam
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.
Don’t take it from us. Take it from our graduates.
Danielle Talbot, Marketing Performance Manager, The University of Adelaide “I highly recommend the course for anyone navigating the challenges of today’s marketing landscape. It combines a rich foundation of marketing theory with practical solutions to one of the industry’s most pressing challenges—effectively managing and measuring attention.”
Julian Jonas, Director of Digital Planning, Specialist, Pilot Hamburg GmbH & Co. KG “It is very well structured and offers a neutral and scientific view on this important topic. I can highly recommend it as I took many thoughts and ways of working direct back to my job in leading a digital planning team in a media agency. You can feel the passion that was invested into the programme.”
Michelle Randall Sharnock, Marketing and Strategy Director, HEED “Mastering Modern Media taught me so much more about the methodologies and science of real human attention data, and how critical it is for media strategies, planning, buying, creative, and most importantly, for effectiveness and business outcomes.”
Stephen Bogan, CEO, Genesis Advertising “The Mastering Modern Media course is thoughtfully and thoroughly researched and constructed with lots of meaty detail, which helps to unpack one of the most important subject areas in advertising today – attention.”
Emma Bloemhof, Head of AV, Wavemaker “The Mastering Modern Media course was a great course to get up to speed in the business of attention in advertising. The combination of research with practical insights make this course applicable to real-world challenges.”
Alexander Castiglione, Solutions, LiveRamp “This course was critical in understanding the emerging (and extremely necessary) field of attention measurement and attention economics.”
