B2B (Business to Business)
- Past Event Highlights
- Article
Creative Effectiveness: The New Age of Brand Building: Navigating a Creator-Driven World
At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.
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- Past Event Highlights
- Article
ATTENTION 2025
Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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- Past Event Highlights
- Article
How B2B Brands Can Win Audience Attention
Phillip Lomax - EVP, Business Development, MediaScience
Ty Heath - Director & CoFounder, The B2B Institute at LinkedIn
Ty Heath (B2B Institute) and Philip Lomax (MediaScience) discussed the importance of creativity and branding for B2B advertising effectiveness. When ads capture attention, they create memory networks in buyers' minds and put brands in the consideration set for purchase. LinkedIn partnered with MediaScience to conduct the largest B2B advertising study of its kind. They tracked the engagement of LinkedIn members with real ads in their mobile feeds using biometric technology. Eye movements, skin response and heart rate were measured. Additionally, the brand recall of participants was tested. The study found that 81% of B2B ads were not noticed and linked to the correct brand.Key takeaways:
- Creative excellence drives business results. Great creative can drive 10-20x more sales, as well as recruit and retain customers and justify higher prices.
- Challenges of B2B advertising include fleeting and fragmented attention to ads, the similarity of most B2B ads and the underleveraging of distinctive brand assets while over relying on color and logo.
- Characteristics of successful B2B ads include making the brand the star, simple, short messages, early and frequent branding, audio elements and bold, distinctive brand assets at all touchpoints.
- Invest consistently and long-term to build strong B2B brands. “Good brands wear in, not out.”