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In this session...

Learn how brands like Bacardi work with partners such as Snap Inc. to evaluate marketing efforts that capture consumers’ active attention for positive business outcomes.

“Attention is neither a commodity nor a currency. Rather, it’s a highly nuanced metric that enables more effective creative, planning and buying strategies, and decisions,” says Dr. Karen Nelson-Field, Amplified Intelligence Founder and CEO.

Understanding the multi-layered construct of attention is like unlocking the multifaceted levels of a video game. The intricacies of attention analysis are nuanced, but with tech-enhanced tracking, OMD is developing an attention playbook to understand media quality and optimize campaign performance.

This panel, moderated by OMD’s Chief Data & Technology Officer Sébastien Hernoux, reveals that while amid a fragmented media ecosystem — attention is a metric worth evaluating. View Less

What You'll Learn from This Session...

  1. Understand the value and construct of attention metrics.
  2. Learn about the proprietary attention study OMD and Snap Inc. implemented for Bacardi.
  3. Hear from Dr. Karen Nelson-Field — a leader in attention research — to understand how attention can be evaluated for highly immersive environments.

Presented with


Speakers

Sébastien Hernoux Chief Data &Technology Officer OMD
Dr. Karen Nelson-Field Founder and CEO Amplified Intelligence
David Roter Head of Global Agency Development Snap
Caty Grzymajlo Strategic Insights & Analytics Director, Global & NAM BACARDI Rums

Event Details

Event Type Session