In this week’s episode, we delve into the pivotal concept of active attention in marketing, emphasizing its role in not just capturing, but also connecting with audiences amidst the relentless digital noise. Kristian Melå, Co-founder of Cure Media with a decade of experience in influencer marketing, shares his invaluable insights. In our discussion, we uncover: What active attention means for marketers and why it matters. Strategies to create campaigns that capture and hold consumer attention beyond the crucial first few seconds. The impact of platform choice on maintaining active attention, with a focus on the differences between traditional and digital media. Kristian offers practical advice for marketers to engage audiences effectively in a content-saturated digital world.