Byron Fish’s Post

We're thrilled to see Havas Media Network representation in the upcoming Attention Metrics Conference, presented by the Association of National Advertisers and Adelaide next Friday, October 6th in New York City! Experts from all sides of the market will dive into the world of attention metrics. What role should attention play in media planning, buying, and optimization? How best can brands leverage this metric? In the panel, "Unlocking Cinema's Potential: The Opportunity To Capture Consumer Attention," Shane Ankeney President of Havas Media Network North America, alongside National CineMedia (NCM)'s Manu Singh will discuss the opportunity these metrics bring to marketers searching for the coveted young, diverse, cord cutting and ad skipping audience. Parvati Vaish, SVP of Analytics at Havas Media Network will join the panel "Attention As a Currency Through the Eyes of the Market," alongside Gabriel Dorosz from New York Times Advertising, Michael Sadicario from Equativ and Edward McElvain from Mediahub Worldwide to explore the evolution beyond traditional metrics, current and future dynamics of attention as a currency, and the potential implications. Register for the event below: https://lnkd.in/edXxRipj #HavasProud #Measurement

The effectiveness of social media and TV have been in the spotlight recently. One of the key takeouts of the IPA’s Effworks study ‘The Third Age of Effectiveness’, no dataset or measurement is perfect and should not be used in isolation. That’s especially true when looking at the go-to-market strategies of leading consumer goods brands, which work in a synergistic and complex way. Understanding how they work together to influence sales requires untangling the impact of advertising, any earned consumer touchpoints, and then factoring in promotions, price changes and in-store display mechanics. Digital benefits from the brand halo of other media campaigns, particularly brand awareness campaigns like TV. False attribution can lead to ill-advised changes in the media plan and should be monitored carefully, particularly as brands continue shifting spend away from other media to digital. This risks over investing in media that may not be entirely responsible for sales; potentially undermining the real driver of digital effectiveness. We need a better grip on the flaws of digital attribution and greater appreciation of long term over short term tactics, says our VP of Media and Analytics, Florian Clemens, in this week’s The Grocer. #mediaeffectiveness #fmcg #mediaplanning #digitalmedia #mediaattribution https://lnkd.in/dX73Mawu

In Case You Missed It: dentsu Unveils 2024 Media Trends The new report reveals ten emerging advertising behaviors and technologies expected to transform the media industry in the coming years... READ MORE >>> https://lnkd.in/dT_M7vmW

Do you know which media investment drives FMCG sales or how promotions and pricing impact? Circana VP of Media and Analytics Florian Clemens discusses how the false digital attribution from other brand awareness campaigns like TV can lead to ill-advised changes in the media plan and should be monitored carefully, particularly as brands continue shifting spend away from other media to digital, which risks over investing in media that may not be entirely responsible for sales; potentially undermining the real driver of digital effectiveness. Read the full piece here: https://lnkd.in/eXHneJJs #digitalmedia #mediameaasurement #fmcg

✒Thank you The Grocer for letting me write about how the false 📲 digital attribution from other brand awareness campaigns like 📺 TV can lead to ill-advised changes in the media plan. This needs to be monitored carefully, particularly as brands continue shifting spend away from other media to digital, which risks over investing in media that may not be entirely responsible for sales; potentially undermining the real driver of digital effectiveness.  #digitalmedia #mediameaasurement #fmcg

Very interesting read from Circana's Florian Clemens in this week's The Grocer on the importance of linking cross media measurement to store sales data and the danger of digital attribution from other brand awareness campaigns like TV when measuring digital ROI. Worth a read and a like I'd say. #digitalmedia #mediameasurement #fmcg

We are proud to share with you our 14th annual Media Trends report, wherein we explore the opportunities, challenges, and intricacies of ten trends expected to set the pace of progress in the coming year. Get ahead of your year end forecasting conversations and download your copy of The Pace of Progress | dentsu 20204 Media Trends: https://lnkd.in/eSGEuKpD #2024MediaTrends

Have a few minutes on Thursday? Join this webinar to learn more about effectively finding your audience. #spectrumreach #advertisingandmarketing #advertisingstrategies

Still buying based on A25-54 or HHs? Come listen to David Shellhorse, one of my amazing Directors, discuss audience-based media buying and why it’s more important than ever to place data-driven media buys to reach your consumers. Thursday, March 21st @ 1pm EST Register at the link in the post below! #americanmarketingassociation #spectrumreach #datadrivenmarketing #strategicmarketing #mediabuying #mediaplanning #marketresearch