Last week we provided an initial report on the February 16 & 17 Summit of the Coalition for Innovative Media Measurement (CIMM). Here are more highlights from this important event.
Read more » Member Only AccessLast week we provided an initial report on the February 16 & 17 Summit of the Coalition for Innovative Media Measurement (CIMM). Here are more highlights from this important event.
Read more » Member Only Access
What does “attention” really mean in today’s fragmented media landscape—and does more attention actually drive better results? In phase three of the ARF Attention Measurement Validation Initiative, real-world campaign data reveals where attention metrics align, where they diverge and how they relate to brand lift. The findings challenge assumptions and offer a more nuanced view of how attention works across channels, platforms and outcomes.
Member Only Access
This MSI working paper introduces TextBO, a novel AI framework designed to improve marketing decisions more efficiently by minimizing costly evaluation cycles. By combining large language models with Bayesian optimization principles, the approach enables AI systems to iteratively refine outputs—such as ad creatives—while requiring fewer real-world tests. The result: faster learning, better-performing outcomes, and a more scalable path to AI-driven decision-making.
Member Only AccessLast week we provided an initial report on the February 16 & 17 Summit of the Coalition for Innovative Media Measurement (CIMM). Here are more highlights from this important event.
Read more » Member Only AccessLast week we provided an initial report on the February 16 & 17 Summit of the Coalition for Innovative Media Measurement (CIMM). Here are more highlights from this important event.
Read more » Member Only Access
What drives the media momentum behind say binge viewing a TV series on a streaming platform? This MSI working paper introduces “media momentum” as a key driver of binge-watching. It shows how the interaction between narrative complexity and emotional engagement increases both the likelihood of continued viewing and overall satisfaction. The findings offer a predictive framework for identifying truly “binge-worthy” content and optimizing release strategies.
Member Only Access
Live sports remains one of the most powerful marketing platforms in today’s fragmented media environment—combining scale, attention, emotion and cultural relevance. This CMO Brief and Knowledge at Hand report explores how different sports deliver distinct value for brands and why the most effective strategies go beyond media buys to create connected, cross-platform fan experiences that drive engagement and business results.
Member Only Access