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ATTENTION METRICS: Moving from Laboratory to Field Applications

On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.

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Should Advertisers Prepare for a Recession?

It appears that many consumers think we are (or will be) in a recession and so, are reevaluating their spending habits. This suggests that advertisers should start thinking about their strategies going forward.

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Three Ways to Improve ROI

Nielsen has issued three versions of their 2022 ROI Report – for advertisers, agencies and media sellers – to help them grow their brands, boost ROI and demonstrate ROI respectively. 

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All About Podcasts

Here are three perspectives: Ad spending numbers, reasons for ad spend increases and the long-term outlook for podcasts.   Read more »

Media 101 — A Guide to Buying and Selling (Event Summary)

  • Bruna Isensee, Univision
  • YOUNG PROS

At our February Young Pros event, Meghan McGuirk, VP Group Director, Investments at Havas Media, Cristina Schlobohm, Director of Communications Strategy at Havas Media, and Kara Donahue, Account Executive at Roku, walked attendees through the media buying and selling process. They explained the five main media planning milestones: briefing, defining a strategy, tactical work, activating a campaign and reporting after it’s complete. Each speaker elaborated by using real life examples and showed the perspective and impact that all teams involved in the process have—both on the client or vendor side.

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Sports Sponsorship: Swing and a Miss or Home Run?

  • Lane Wakefield; Kirk Wakefield; Kevin Lane Keller; Anne Rivers
  • JOURNAL OF ADVERTISING RESEARCH

Adding to research that scrutinizes sponsorship spending, this study asked: Are sponsoring brands wasting money? The focus: Major League Baseball sponsorship and four dimensions of brand equity. Researchers used the expansive BrandAsset Valuator database to reach their conclusions. A major finding: Brand personality matters. Strong personalities tend to overspend, while ‘boring’ ones can hit the ball out of the park.

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