Half-Day Attention Metrics Conference presented by Adelaide

Bill Duggan (@billduggan)

Group EVP ANA

HOW ATTENTION IMPACTS BEHAVIORAL OUTCOMES, INCLUDING SEARCH

The connection between high-quality, attentive media and brand outcomes has been well-proven by Adelaide since its conception in 2019, and now, the same can be said of lower-funnel outcomes. This session explores why it’s important for marketers to understand the relationship between attention and consumer behavior and how to leverage those insights to improve lower-funnel outcomes. We’ll examine findings from brands currently working with DISQO and Adelaide to measure the impact of attention on mid-and bottom-funnel metrics like competitor site visits, search behavior, and purchase, as well as how post-ad view behavioral data can help improve advertising performance.

Stephen Jepson

EVP, Advertising Effectiveness DISQO

INCLUDING ‘ATTENTION’ IN THE MEDIA MEASUREMENT STACK

Mars will share how and why they are actively attempting to integrate attention into its holistic media measurement stack. The session will examine why building a strategy around attention measurement is increasingly important for brands looking to improve business impact, how marketers can use attention metrics in Media Mix Modeling to improve precision and accuracy, and how Mars is continuing to innovate in the attention measurement space. 

Vidyotham Reddi (@vidyotham)

Director of Growth Analytics Mars

THE ARF’S PERSPECTIVE ON ATTENTION METRICS

The Advertising Research Foundation is the standard-bearer for unbiased quality in research on advertising, media and marketing. The importance of attention metrics has been widely debated. The ARF sees a role for attention metrics as well as a relationship between attention and effectiveness.  In this session the ARF will explore both sides of the debate covering issues including whether attention metrics can serve as a primary or secondary currency and connecting attention metrics to outcomes.

Paul Donato

Chief Research Officer Advertising Research Foundation

THE ROLE OF ATTENTION METRICS IN THE CHANGING TV MEASUREMENT ECOSYSTEM

As the television industry looks to alternative currencies to effectively value inventory across linear and CTV, attention has emerged as a viable metric. We know that ads are more effective when people are in the room to view the ad. A recent report by academics at Cornell University, the University of Delaware, and the University of California San Diego revealed a very strong correlation between TV ad attention and increased consumer online searches for the brand. Increases in attention lead to positive business outcomes — from increased store visits and web traffic to better brand recall. Marketers are increasingly seeking opportunities to leverage attention metrics to improve campaign performance. This discussion will look at:

• How to use attention metrics as a quality measure to evaluate placements across networks, dayparts, and programs in the media planning process
• How to maximize attentive CPM (aCPM) to ensure more value from investments
• How to use attention metrics to track campaign performance in-flight and make adjustments as necessary

Michael Perlman

Chief Revenue Officer TVision Insights

DOVE SELF ESTEEM PROJECT: HOW OPTIMIZING CREATIVE FOR ATTENTION CAN TURBOCHARGE THE IMPACT OF YOUR MESSAGE

In this highly visual session, marketers will gain actionable insights and best practices that go beyond creative attention to understand the in-context impact of different ad formats. We’ll look at varying approaches to measuring attention, from facial coding and eye-tracking to in-context format testing, retention rate analysis, media performance measurement, and more. Unilever/Dove and Teads will showcase how the Brand, Creative, Data, and Insight teams leveraged attention measurement to drive tangible impact on media effectiveness and brand KPIs.

Edo Briola

Global Brand Director, Dove Masterbrand & Strategy Unilever