MediaCat Magazine

'There’s no single master shift in culture that dictates the year ahead. Like a butterfly effect or seismic shock waves, one cultural moment can spawn many different responses.' Cultural insight specialist Victoria Gerstman shares five cultural shifts to watch out for as we move into 2025

Heart rate is a more accurate measure of attention than the widely-used eye tracking, according to new research. Visual attention measures can be deceptive since watching an ad does not necessarily mean processing it.

'I don’t think a lot of people want to be Addison Rae or Mr Beast or Taylor Swift. I think we want to want that. If people were mindful of their wants, I don’t think it’d be a thousand subscribers. I think it’d be the freedom to make work that they find fulfilling.' Matt Klein talks audience capture with Nazli Selin Ozkan. Read the interview here. https://lnkd.in/ejyxTcu3

A person’s heart rate gives more clues about their attention levels than their eye movements, according to a research project funded by Google. High attention is when viewers ‘consciously notice and record’ the external world, write the researchers, meaning that visual attention measures can be deceptive, since watching an ad does not necessarily mean processing it. Nicole Hartnett Dr Virginia Beal Rachel Kennedy Claire C. Duane Varan

PARTNER CONTENT: Meta’s annual Marketing Summit returns in 2025. The virtual event will explore the new era of performance and possibility driven by AI, automation and new voices.

'If there’s one thing advertisers need to ditch, it’s vanity metrics that only offer a glimpse of performance without telling the whole story.' We asked our network what advertisers should leave behind in 2025. Thank you for sharing your thoughts, Virginie Chesnais, Andrew Tindall, Smita Pillai, Charlotte (Lottie) Marriner, Hannah Cooke, Milly Putley, Andrew Rose, Lori Meakin, Peter Wallace, Ines Casas, Alan Fayolle, Sonia Danner, Jon Hewson, Lizz Harman, Johnny Blick, Lee Climpson, Nicky (Nicoletta) Vita, Theologis Strikos, Helen Miall, Damian Cox, Rik Moore, Adam Fulrath, Ben Thornton, and Elizabeth Brennan.

We're looking for a reporter to help us cover the media industry. Apply here: https://lnkd.in/ebPff4WM

'Remember the ‘quiet’ movements of 2023/2024? Quiet luxury, quiet quitting, quiet vacationing, etc? Hold on tight, because 2025 is set to be LOUD.' Victoria Gerstman gives us her cultural predictions for the new year.

'As described by Acast, the most effective podcast ads share three key attributes: authenticity, creativity, and humour...' 👁️ Joel Stein on how to make good podcast ads: https://lnkd.in/efrJYRB5

'The fundamental problem lies in the industry’s reactive approach. Instead of thoughtfully charting a course, many organisations are chasing after shiny tools or panicking at the thought of being left behind. But trying to keep pace with AI should never be the goal.' Ian Ross on navigating an industry where technology moves faster than talent https://lnkd.in/ey7r_mNQ