In an environment where people are exposed to thousands of advertising messages every day, reach alone is no longer the key metric of success. What truly matters is genuine audience attention. This is exactly the phenomenon explored by the KNOW.attention research project, carried out by the KNOWLIMITS media group in collaboration with the research agency MEDIAN. Our task was to ensure the project gained visibility among both marketing professionals and the general public.

FROM RESEARCH TO PRACTICE: HOW TO GET DATA TO EXPERTS?

The goal of the research was to understand how Czechs actually consume media and how much attention they pay to advertising across different channels. The result was a set of new insights into how to work with attention in media planning and how to better evaluate campaign effectiveness. The communication challenge was not only to present the project, but to deliver its findings to people who actively work with such data—namely marketing specialists, media strategists, and advertisers.

KEY KNOW-HOW: IN B2B, VALUE MATTERS MORE THAN EMOTION

Unlike B2C communication where creative ideas or strong emotions work well, B2B is primarily driven by relevance, expertise, and credibility. The target audience is smaller, highly informed, and selective about what it pays attention to. We were addressing an audience that knows the marketing field well and responds only to messages that deliver real value.

WHAT STRATEGY DID WE CHOOSE?

We opted for a multichannel approach. We reached our target audience through LinkedIn, Facebook, and Instagram. We also involved Petr Bažant, Managing Partner of KNOWLIMITS, who is well known within the marketing community. To increase reach and credibility, we partnered with the professional media outlet Médiář which covered the project in an article, newsletter, and across its social media channels. Thanks to this communication mix we reached the target audience repeatedly across the information space. The final destination across all channels was the KNOWRES website which conducted the research.

Content approach was equally important. When preparing texts, we deliberately avoided marketing-heavy language and focused primarily on contributing to the expert debate. We emphasized compelling data and ensured the topic was understandable for both experts and the general public.

CAMPAIGN RESULTS

The multichannel strategy delivered a combination of strong reach, quality engagement, and genuine interest from the target audience. Paid promotion on LinkedIn generated over 735,000 impressions with an average CPM of €17.94, reflecting the efficiency of B2B campaigns targeting a professional audience. The best-performing post, What determines advertising effectiveness, confirmed that topics offering practical expert insights generate the highest interest.

• strong reach within the relevant marketing community
• over 735,000 impressions on LinkedIn
• solid engagement metrics on LinkedIn
• top-performing LinkedIn post: What determines advertising effectiveness?
• average reading time on the website: 1.03 minutes