𝐀𝐝𝐬 𝐭𝐡𝐚𝐭 𝐂𝐚𝐩𝐭𝐢𝐯𝐚𝐭𝐞, 𝐂𝐨𝐧𝐯𝐞𝐫𝐭.
Traditional metrics only tell part of the story.
Reach, impressions, CPM—they're crucial but incomplete.
Can you link true campaign cost and long-term sales uplift to your activity? If not, you’re missing out on the whole picture.
Human attention is precious and scarce. People's focus is constantly shifting.
Half the time, ads aren’t seen at all. Distracting feeds worsen this issue.
Make informed media spend decisions. Boost your creative output. Transform your campaign strategy.
In our third episode of #MediaOutlier, we explore how brands and agencies are leveraging attention metrics and eye-tracking technologies to drive better business outcomes.
🎙️𝗪𝗮𝘁𝗰𝗵 𝗻𝗼𝘄: https://lnkd.in/eq_UnuWM 🎙️
In this episode:
Fabiano Madonna, Digital Analytics Manager, Publicis Media
Alex Khan, Executive Vice President Global Partnerships & Strategy at Amplified Intelligence
Alex Cheeseman, Head of Enterprise, UK, at Outbrain
Marc Guldimann, Founder & CEO, Adelaide Metrics
Tristan Webster, Chief Product Officer at TVision
Tom Barbour, Group Digital Director at GumGum
Gabriel Ali, Digital Director at GumGum
Don't forget to click below to subscribe to the Official 'Media Outlier' YouTube Channel: https://lnkd.in/eUBuyzNA
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▶ 𝐇𝐈𝐓 ‘𝐑𝐄𝐏𝐎𝐒𝐓’ - *without* adding a comment (the LinkedIn algorithm prefers that)
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3wWE need a balance between active and passive attention. Passive attention is undervalued because it's work on the long term. Our society is build on the shortermist view,. Active attention is good on the short term to make a blast during the most profitable periods. In the digital sphere, continious presence is not enought considered. Programmatic is use mostly with this shortermist narrow vision based on low CPM and low quality of attention. The goal for me is to find the best media for the short term and do the same for the long term. A good balance is the 60-40 rule of Les Binet and Peter Field. 60% on passive attention (with recency media planning execution) and 40% on active attention properties concentrated in the best sales periods. Maybe the next step is to use programmatic on longer periods of time and introduce real attention metrics to identified the active attention metrics. It's take time to change the programmatic world but leader like The TraderDesk is on the right track.