How to Measure Attention
Attention measurement was front and center on the second day of the conference. A key issue: which measure is optimal? Read more »
Attention measurement was front and center on the second day of the conference. A key issue: which measure is optimal? Read more »
Mike Levin – Product Management, NBCU
Emily Kwok – Senior Director, Ad Experience Measurement, NBCU
Key Takeaways
Mike Follett – CEO, Lumen Research
Manu Singh – SVP, Insights/Analytics & Sales Data Strategy, National CineMedia (NCM)
Key Takeaways
Elise Temple, Ph.D. – VP, Neuroscience & Client Service, Nielsen IQ
Key Takeaways
Max Kalehoff – VP Marketing Growth, Realeyes
Johanna Welch – Global Mars Horizon Comms Lab Senior Manager, Mars
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Pedro Alemida – CEO, MindProber
Lauren Zweifler – SVP Insights & Research, Client Strategy & Insights Org, NBCU
Key Takeaways
Duane Varan, Ph.D. – CEO, MediaScience
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Bill Harvey – Executive Chairman, Bill Harvey Consulting, Inc.
Sophie MacIntyre – Ads Research Lead, Meta
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Jeff Bander – Chief Revenue Officer USA, eye square
Matthias Rothensee, Ph.D. – Chief Scientific Officer & Partner, eye square
Attention is a hot topic, but what is most important, according to these researchers, is to identify “meaningful” attention. Meaningful attention is focused, purposeful, deeply processed, and effective. Eye Square’s research on attention focuses on attention hierarchy (motion and novelty), ambiguity that attracts both brain and eye; and the pop-out effect. To measure attention, one needs:Key Takeaways
Heather Coghill – VP, Audience, Warner Bros. Discovery
Daniel Bulgrin – Director, Research Operations & Insights, MediaScience
Heather Coghill (WBD) and Daniel Bulgrin (MediaScience) shared methodologies and results from two in-lab studies that sought to understand how impactful category priming can be without brand mention and if viewers associate brands with adjacent unsuitable content. Their presentation focused on two types of contextual effects within program context—“excitation transfer” and “brand priming”. To see if these effects carried over to ad content through excitement or brand recognition in the content, the research team utilized distraction-free viewing stations that enabled neurometrics and facial coding followed by post-exposure surveys. Impact on brand perception was measured with lifts in brand attitude, attention and memory. Results showed brand priming did change how viewers experienced the ad by lifting brand recognition, with stronger effects in heavier ad loads. The research also concluded that although brands are not harmed by adjacency to perceived unsuitable content, context effects still need to be considered.Key Takeaways