71: Attention, immersive storytelling and the metaverse

Advertising has always been focused on getting people to the front door of a business, but with creativity in decline and the media continuing to fragment, is adland too focused on just getting people to see the ad? Is reach and frequency more valuable than attention? Experts in media and marketing, including Snap's Jed Hallam, Craft Media's Jen Smith and Vodafone's Maria Koutsoudakis join Campaign's Arvind Hickman to discuss measurement, the value placed on attention, immersive storytelling and the metaverse.

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