Dirk Sperrfechter’s Post

In a recent article from The Media Leader, Jonathan Waite, Global Managing Director at Havas Media Network, brings greater clarity to attention metrics and how best brands can approach picking the right partner amidst a growing attention economy. Read below: #Attention #MeaningfulMedia

Couldn't agree more Jonathan Waite! "How to choose your attention vendor: > Transparency:��Will the vendor openly discuss with you how its metrics are calculated and how it weights the inputs? If someone is hiding behind “AI” as an answer, be cautious and test more rigorously. > Validation: Has the vendor been validated by a third party as opposed to its own case studies? If it won’t share its method in depth with you, will it at least submit to a third-party audit of its approach? If not, again, do more of your own rigorous testing. > Commercial: The cost of using these measurement providers can add up and it all equates to more “non-working media” cost. Do you understand enough about the value? Does it negate the need for other data or technology partners in the chain? > Service: People are important. Will the vendor work with you to help you further your own understanding of the value of its metrics? Will it be on hand to resolve issues quickly? More tagging in digital media always leads to issues operationally, so does it have a good support system in place? > Integrations: How well is the vendor integrated across the adtech ecosystem? Most providers of these new metrics are relative “new kids on the block” and it takes time to integrate with the big players — supply-side platforms, demand-side platforms, media owners etc. If it is not widely accepted, it can often mean that only a small proportion of what you’d like to measure is achievable. > Testing: The only way you’ll find out is testing. Test with multiple providers and decide for yourself, but ensure you have a sensible and rigorous testing framework in place that’s designed to measure brand and business outcomes, not just media deliverables (cost per mille, click-through rate, view-through rate etc). The testing should be designed to answer if investing in better-attention or higher-quality media pays back more for brand and businesses than buying cheap/low-cost/low-quality media." Cressida Ward Jay Grant Issy Campbell Annie Port

Today sees the launch of GroupM’s latest mid-year advertising forecast, exploring how our industry has grown globally and on an individual market basis so far in 2024 – as well as a look ahead to 2025 predictions. The report paints a more optimistic picture for the global advertising industry, driven by digital growth, the recovery of key markets like China, and the accelerating adoption of retail media, CTV advertising, and AI. You can learn more in our interactive page below and do reach out if you’d like to see the U.K. specific breakdowns. :-)   https://lnkd.in/erepi7kr #thisyearnextyear #forecast #advertising #groupm

'Attention Metrics' and the question of Standardisation are becoming hot topics as the Attention Economy accelerates. Do we need one standard or do we just need some clarity in our language and definitions? Whatever you choose, it's all a positive step in the right direction towards a better digital media ecosystem for brands and crucially audiences, metrics that assess media and exposure quality have been long overlooked. But obfuscation or mislabelling can lead to unnecessary confusion that could threaten to derail positive progress. Thanks to The Media Leader for publishing some thoughts about a rational approach to picking the right partner and the need to get clear on definitions. #attentioneconomy #mediaindustry #mediaplanning #attention

To be able to drive higher ROI and operate with confidence, marketers need stronger, rigorous measurement signals, understanding of what is driving impact, and confidence in data. Kantar was recently named a badged partner by TikTok for Brand Lift measurement, enabling advertisers to quantify ad impact on brand lift metrics such as Ad Recall, Awareness, Attitude, and Favorability. Learn more about the partnership and how Kantar's data shapes brand futures with confidence, clarity, and client-centricity: https://lnkd.in/gTzetepn

To be able to drive higher ROI and operate with confidence, marketers need stronger, rigorous measurement signals, understanding of what is driving impact, and confidence in data. Kantar was recently named a badged partner by TikTok for Brand Lift measurement, enabling advertisers to quantify ad impact on brand lift metrics such as Ad Recall, Awareness, Attitude, and Favorability. Learn more about the partnership and how Kantar's data shapes brand futures with confidence, clarity, and client-centricity: https://lnkd.in/eDivuNZc

The U.K. remains the largest advertising market in Europe, with total ad revenues reaching $47.8 billion in 2024, according to our latest This Year Next Year forecast. Created by GroupM's Global Business Intelligence team, the report released this week looks into advertising revenue growth by channel and market throughout the year and it’s great to see that UK advertising is expected to grow by 4.9% in 2024, driven by digital growth and the accelerated adoption of retail media, CTV & Ai. You can learn more in our interactive page below and do reach out if you’d like to see the UK numbers in more detail. https://lnkd.in/eMGRVdQ8 #thisyearnextyear #forecast #advertising #groupm

Insider Intelligence's Ross Benes, Blake Droesch, Jasmine Enberg, Jeremy Goldman, Vladimir Hanzlik, Evelyn Mitchell-Wolf, Zia Daniell Wigder and Max Willens combined forces to put out our Future of Digital report. In it, they: ⭕ Discuss the latest trends in US digital media consumption and consumer spending as they reshape the advertising and retail sectors. ⭕ Provide insights into the convergence of business models in the face of digital transformation and technology advances. ⭕ Explore innovative strategies for advertisers and retailers to win consumers in the digital era. #digitalmedia #consumerspending #advertising #retail

To be able to drive higher ROI and operate with confidence, marketers need stronger, rigorous measurement signals, understanding of what is driving impact, and confidence in data. Kantar was recently named a badged partner by TikTok for Brand Lift measurement, enabling advertisers to quantify ad impact on brand lift metrics such as Ad Recall, Awareness, Attitude, and Favorability. Learn more about the partnership and how Kantar's data shapes brand futures with confidence, clarity, and client-centricity: https://lnkd.in/ghJ5_j5S

To be able to drive higher ROI and operate with confidence, marketers need stronger, rigorous measurement signals, understanding of what is driving impact, and confidence in data. Kantar was recently named a badged partner by TikTok for Brand Lift measurement, enabling advertisers to quantify ad impact on brand lift metrics such as Ad Recall, Awareness, Attitude, and Favorability. Learn more about the partnership and how Kantar's data shapes brand futures with confidence, clarity, and client-centricity: https://lnkd.in/eVpRVvbq