This highly informative morning session focusses on a topic that is increasingly become critically important to advertisers and agencies - measuring the real impact of advertising on people. We will hear from Karen Nelson-Field, the founder of Amplified Intelligence and author of the book The Attention Economy and How Media Works. Karen will explain how the media ecosystem is broken, and that advertisers are paying for an opportunity-to-see but proxy measures fail to measure audience attention. She will show how her team are using attention metrics to drive quality in all areas of the media ecosystem and this work is now also focusing on audio. We will also hear from Peter Pynta, CEO of Neuro-Insight APAC about how 90 percent of decision-making lives within the subconscious but today's strategy and marketing decisions are based off conscious self-reported data. He will talk about the importance of understanding how brands affect long term memory and emotional responses and the impact of audio in influencing decision making.