Using Attention Metrics to Drive Media and Creative Effectiveness, Presented by Adelaide

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Attention metrics calculate the likelihood of attention paid to an ad placement, providing an “apples-to-apples” comparison of media placement that allows marketers to optimize campaigns in near real-time. Attention metrics also offer transparency and a privacy-safe solution to effectively measure media quality and performance.

Join us for this virtual event, presented by Adelaide, to hear from top brands, marketing thought leaders, and industry experts exploring this growing method of measurement and how marketers are using attention metrics today to drive better creative and media performance in their campaigns.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, October 21, 2021
11:00am
- 11:03am

WELCOME REMARKS

Pamela Gross
Senior Manager, Committees & Conferences ANA
11:03am
- 11:30am

HOW ADELAIDE AU RATINGS PREDICT TUNE-IN FOR THE NBA

This session will cover how the NBA assessed attention metrics in relation to tune-in for the 2021 playoff season. Learn why attention is important to the NBA, how these findings have impacted the brand’s future media strategy, and get an exclusive look at groundbreaking research on the role of attention in driving CTV tune-in outcomes.

Larisa Johnson
Vice President, Paid & CRM Media National Basketball Association
Zach Kubin
Vice President, Sales Adelaide
Karl Sjulsen
Director, Product & Client Success Adelaide
View Presentation
11:30am
- 11:58am

USING ATTENTION METRICS TO OPTIMIZE ADVERTISING

Attention is not a new KPI for marketers, it’s been here from the start. Our industry efforts to build brands require attention to our communication messages. But how can brands improve that communication, and use real consumer behaviors like attention to achieve creative excellence? In this session, global insights director Sorin Patilinet will share how Mars innovates in marketing research to answer these questions and more.

Sorin Patilinet
Global Insights Director Mars
11:58am
- 12:30pm

HOW THE APPLICATION OF ATTENTION METRICS IN MEDIA DRIVES BETTER BRAND AND BUSINESS GROWTH

In this session, global chief strategy officer Chrissie Hanson will share important and actionable insights gathered from the work that OMD has conducted around the world to assess the impact of Attention metrics on brand performance. Learn what prompted OMG’s recent collaboration to bring attention measurement data to its Omni data platform, how OMD is operationalizing the application of Attention in media planning and buying, and how media and creative teams are partnering more closely than ever to make better decisions, faster on behalf of their clients.

Chrissie Hanson
Global Chief Strategy Officer OMD
View Presentation
12:30pm
- 1:01pm

EFFECTIVE ATTENTION: THE POWER OF CREATIVITY

Robust consumer data and smart media choices provide us with excellent opportunities to capture audience attention. But, creativity is the key to delivering on those opportunities, and driving business impact. In this session, BBDO CEO of the Americas St. John Walshe will share how paying attention to attention metrics, and the factors that drive them, can lead to more powerful creative solutions for marketers.

St. John Walshe
CEO, The Americas BBDO
View Presentation
1:01pm
- 1:23pm

PAYING ATTENTION TO MOBILE VIDEO

In this session, Snap will share a series of research they've conducted to quantify changing consumer video consumption habits and present how these shifts impact human attention. Optimizing attention drivers for Snapchat video provides a framework for brands to maximize advertising performance. 

Heather O'Shea
Global Head, Ad Research & Insights Snap Inc.
1:23pm
- 1:42pm

ATTENTION METRICS FUNDAMENTALS

In this session, Marc Guldimann, Co-founder and CEO, Adelaide, spotlights how attention metrics work, the nuances of applying them to media quality measurement, and how industry leaders are using them as a bold new media currency.

Marc Guldimann
Co-Founder and CEO Adelaide
View Presentation
1:42pm
- 1:45pm

CLOSING REMARKS

Pamela Gross
Senior Manager, Committees & Conferences ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.