Summary
The ARF’s Town Hall, Part 2, on the value of time in advertising highlighted the thinking of buy-side leaders, Denise Campbell, Chief Marketing Officer, AbbVie, Joanne Leong, VP, Director, Global Media Partnerships, Dentsu Aegis Network, and Christina (Chrissie) Hanson, Global Chief Strategy Officer, OMD Worldwide on the ideas presented at
last week's Town Hall. Additionally, Scott McDonald, Ph.D., President & CEO, ARF, shared findings from an ARF Attention Survey, as well as providing his feedback on the issues and challenges relating to attention metrics. The ensuing discussion focused on the use of attention as a major currency metric and the business implications of the latest time-duration research.
Cesar Brea, Partner, Bain & Company, served as the moderator and introduced the Town Hall by discussing the reasons why the industry is very interested in an attention-based currency as a basis for investment.
