Certification in Digital Attention
Become a certified digital attention expert. Learn which ads are being seen, how long they are being seen, and what effect can be achieved in that time. Discover how to determine valuable channels and develop an attention-based media and communication strategy.
After completing the course, you will receive a certification from Marketing Levels and the Swedish Marketing Association to showcase your skills.
4 900 kr
- Certification
- Limited access to courses covered in the certification
- Downloadable templates
- Or buy yearly membership for 6900 kr/year and get access to all other diplomas, paths, and courses in the catalog
Understand the workings of digital attention
What is digital attention, and what role does it play in brand growth? What is the short-term and long-term impact of attention-based planning? And why will mastering attention benefit you financially?
Get started and learn how to navigate and make sense of your brand and its growth through the attention lens.
Understand which channels are worth aiming for
If you are ever in doubt about which channels will pay off the best and which metrics to base that decision upon, it is time to discover what actually makes a difference. Learn which metric is which, which are interconnected and which are not, and which you should prioritize to achieve desired results.
Understand which ads are seen, for how long, and what effect is possible to achieve
Not all ads are seen, and those that are may still be viewed only for a short second. What effect is possible in 4, 2, or 1 second, and how do we accomplish that?
Learn how to write an attention-driven media, brand, and communication strategy
Are you seeing only short-term effects? Then, you need to acknowledge that it may be time to take a step back and reconsider what the long-term plans are, or should be, for your brand, media choices, and communication.
Learn how to convert your newfound attention knowledge into a foundation upon which to base your strategies, and find the synergies between your short-term media efforts and long-term brand building.
Who is this for?
For anyone directly or indirectly responsible for design and media placement of marketing communication (e.g. media purchaser and strategist, CMO, and CEO).
These are the lessons you’ll take
10 parts | 20 lessons | 2.5 hours
Part 1: How Attention Affects Growth
Review of how attention data can lead to increased growth.
Part 2: Mehods and Metrics for Attention
Review of different measurements and metrics in attention data.
Review of different ways to measure fixation data.
Part 3: Attention and Communication Effects
Learn how fixation relates to perception.
Learn what different communication effects can be achieved based on different levels of processing.
Review of the type of processing and communication effect that can be achieved based on different fixation times.
Part 4: Relationships Between Measures of Attention
Review of what we know about how different measures of attention affect each other.
Part 5: Data and Conclusions on Fixation Rates in Different Media
Review of different data sources on fixation rates.
Learn how to find out or make an approximate assessment of the degree of fixation of a placement in a media channel.
Part 6: Data and Conclusions on Fixation Time in Different Media
Review of different data sources on fixation time.
Learn how to find out or make an approximate assessment of the fixation time of a placement in a media channel.
Part 7: Designing an Attention-Based Media Plan
Review of why attention needs to be a component of a successful media plan.
Learn how to create a media plan based on attention data.
Part 8: Attention-Based Branding Strategy
Review of why brand strategy often needs to be updated based on insights provided by attention data.
Learn what makes a distinctive brand and what are the keys to success.
Review of how to measure which brand elements are distinctive and what you can expect to see.
Part 9: Attention-Based Communication Strategy
Discussion on what is required from marketing department and agencies to successfully achieve impact on short fixation times.
Discussion on what is required from the marketing department and agencies to successfully achieve impact on long fixation times.
Part 10: Attention-Driven Advertising Design
Review of the prerequisites for success with 2-second ads based on different conditions regarding industry and brand.
Review of the prerequisites for success with short video ads based on different conditions regarding industry and brand.
Your teacher, Erik Modig, Ph.D
Erik is a researcher and teacher at the Stockholm School of Economics. His book Bang for the Buck was named Marketing Book of the Year and he was recently awarded 2023's Industry Personality of the Year by Sveriges Mediebyråer (Media Agencies of Sweden).
We’re trusted by
4 900 kr per certification
This certification can be purchased as a separate package for 4 900 kr, or as included in the membership plan. The membership plan also includes all current and future diplomas and courses and costs just 6 900 kr/year.
Or get everything with a membership
We are pretty proud of our industry-disruptive prices. Imagine paying just about the same as your monthly phone fee but with an ROI only limited by you.
