How to Master the New Rules of Attention with Albert Thompson, Digital Strategist at Walton Isaacson
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In this episode, Tim Rowe sits down with Albert Thompson, Managing Director of Digital Innovation at Walton Isaacson, to unpack the Attention Stack. They discuss why traditional reach is a fake number and how brands can use AI and sequencing to drive real consumer intent.
Key Takeaways
The Attention Stack Framework Stop measuring impressions and start measuring duration. Albert explains that hijacking attention is a prerequisite for influence and power. Brands must follow the rules of engagement on platforms like TikTok and CTV to stay relevant.
- 01:01 – Duration vs. Accumulation: The only metric that matters.
- 04:15 – Mastering the rules of the sandbox on social.
- 07:02 – Why 3-second QR codes on CTV are not effective.
Marketing is the Parent Company Advertising is just a derivative. Marketing’s job is to make people get along with the brand before they go along with the sale. Albert challenges brands to flip the paradigm and solve for human attention before solving for measurement.
- 09:09 – Why advertising isn't the boss, marketing is.
- 10:28 – Flipping the paradigm: Solving for attention first.
- 15:15 – Closing the craftsmanship gap in media buying.
The Rise of AI Agents & Intent By 2026, AI agents will replace traditional agency decisioning. Success will depend on Exposure Sequencing, moving a consumer from a home-screen placement to an in-scene product appearance, then finally to a shoppable ad.
- 13:01 – The Sequencing Playbook: From awareness to transaction.
- 16:44 – How AI Agents will take over the agency role.
- 32:14 – Intent over Reach: Targeting the next 5,000 buyers, not a billion viewers.
Connect with Albert Thompson on LinkedIn here!