In this session...
Ad attention isn't always equal. Within digital, it's not enough for an ad to meet viewability standards. Advertisers need better performance metrics and cross-platform measurement, but more importantly, they need to ensure that attention data acquired by brands is both ethical and meaningful.
To measure true effectiveness and the impact of feed-based environments, OMD and Twitter have come together with analytics firm, Amplified Intelligence, to conduct a large-scale analysis across sixteen brands in four markets on four platforms.
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In this session join Dr. Karen Nelson-Field, Founder and CEO Amplified Intelligence, Lisa Cowie, Head of Agency Research at Twitter, Jean-Paul Edwards, Managing Director, Product, OMD Worldwide and Andy Upton, Managing Partner Strategy OMD EMEA to hear how this team is taking attention to the next level. The team will share more on learnings around the role of in-feed formats in delivering attention in short bursts, as well as the relationship between attention and mental availability.
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What You'll Learn from This Session...
- How to measure true effectiveness and impact of feed-based environments
- The role of in-feed formats in delivering attention in short bursts
- The relationship between attention and mental availability.
